Episode 1: Introduction to MMM - Marketing Mix Modeling Master Classes

Описание: MMM is based on applying advanced statistical methods (econometrics) to historical data to understand the impact of every single sales driver, measure the MROI, and predict future performance.

Discover the world of Marketing Mix Modeling, how it fits in the whole Marketing Strategy, and how it became an essential tool for data-driven decision making.

Episode 1 outline:
1) About MMM
2) The Marketing Strategy

00:00 Introduction
01:43 Definition of MMM
03:16 MMM Building Blocks
04:17 Sales Drivers (Measure)
05:31 The Contribution Chart (Measure)
07:19 Example (Measure)
10:53 Forecast
11:50 Optimization Into (Forecast)
12:46 How does Optimization Work (Forecast)
14:54 MMM in The Marketing Strategy
17:21 The Importance of Brand Understanding
18:23 Summary

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