Peter Danaher is the Coles Myer Chair of Marketing and Retailing at the Melbourne Business School in Australia. He was previously Professor and Chair of the Marketing Department at the University of Auckland in New Zealand. He has also held visiting positions at London Business School, The Wharton School and MIT. He has a PhD in statistics from Florida State University and an MS in statistics from Purdue. His primary research interests are media exposure distributions, advertising effectiveness, television audience measurement and behavior, internet usage behavior, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Advertising Research, Journal of the American Statistical Association, Journal of Retailing, Journal of Business and Economic Statistics and theAmerican Statistician.