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

Video Description

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 Learn more about us: Website: https://mass-analytics.com/ LinkedIn: https://www.linkedin.com/company/mass_analytics Facebook: https://www.facebook.com/massanalytics1 Twitter: https://twitter.com/MASS_Analytics