Marketing Mix Modeling in 4 Weeks

Learn by doing.Practice new skills every week like . You'll master Marketing Mix Modeling by solving real problems for fictional companies, with expert tutorials, templates and scripts to guide you along the way. Get started today and you'll be qualified for the job by May 1, 2024!

What is Marketing Mix Modeling?

Marketing Mix Modeling (MMM) was introduced in the 1980s to match spikes and dips in sales to actions taken in marketing (as well as external factors).More

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Week 1

An image for the simulator course External variables often affect your performance more than anything you did in marketing. Yet most marketing reports are missing the impact of macro factors like pandemics, the economy, and seasonality. Failing to control for significant variables means missing your targets in downturns and overcompensating your team in periods of high demand.

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Analyst

Linear Regression

How do I control for COVID?

External variables often affect your performance more than anything you did in marketing. Yet most marketing reports are missing the impact of macro factors like pandemics, the economy, and seasonality. Failing to control for significant variables means missing your targets in downturns and overcompensating your team in periods of high demand.

Week 2

FREE
An image for the simulator course After Apple killed user-level tracking in iOS14, Facebook went all in on Marketing Mix Modeling with Robyn, an open source library. Now Google is getting into the game with an *unofficial* library called LightweightMMM, and it couldn’t be more different.

Free

Developer

Automated MMM

Can we try Google LightweightMMM?

After Apple killed user-level tracking in iOS14, Facebook went all in on Marketing Mix Modeling with Robyn, an open source library. Now Google is getting into the game with an *unofficial* library called LightweightMMM, and it couldn’t be more different.

Week 3

FREE
An image for the simulator course I’ve built 20+ Marketing Mix Models, and it’s always the same thing that blows the model’s credibility with decision-makers. The assumption that marketing performance doesn’t change! Nobody believes all their hard work was for nothing. Uber’s ‘Orbit’ model solves that problem.

Free

Developer

Time-Varying Coefficients

Can we try Uber Orbit?

I’ve built 20+ Marketing Mix Models, and it’s always the same thing that blows the model’s credibility with decision-makers. The assumption that marketing performance doesn’t change! Nobody believes all their hard work was for nothing. Uber’s ‘Orbit’ model solves that problem.

Week 4

FREE
An image for the simulator course After months drowning in data it’s such a relief to arrive at an accurate and plausible Marketing Mix Model, that sometimes I forget what I built it for in the first place: the Channel Multipliers!

Free

Analyst

Rockerbox Data

Compare our attribution to MMM

After months drowning in data it’s such a relief to arrive at an accurate and plausible Marketing Mix Model, that sometimes I forget what I built it for in the first place: the Channel Multipliers!

Week 5

An image for the simulator course Traditional brand marketers can’t justify the impact of their campaigns, and yet performance marketers have a short term bias that can wreck your company. They both fight over budget, so how do we reconcile the two?

Premium

Analyst

Embedded Models

What's the long term effect on brand?

Traditional brand marketers can’t justify the impact of their campaigns, and yet performance marketers have a short term bias that can wreck your company. They both fight over budget, so how do we reconcile the two?

Week 6

An image for the simulator course Imagine you’ve got an opportunity to prove yourself with your first marketing mix modeling project. It’s a big topic: what’s the minimum viable thing to do first?

Premium

Analyst

Marketing Mix Modeling

How do I build a marketing mix model?

Imagine you’ve got an opportunity to prove yourself with your first marketing mix modeling project. It’s a big topic: what’s the minimum viable thing to do first?

Week 7

An image for the simulator course It’s amazing just how many companies forecast future performance by extrapolating in Excel. If you want to avoid unrealistic targets or to really know how much to spend to hit it, you need a model.

Premium

Analyst

Scenario Planning

From what happened? to what if?

It’s amazing just how many companies forecast future performance by extrapolating in Excel. If you want to avoid unrealistic targets or to really know how much to spend to hit it, you need a model.

Week 8

An image for the simulator course As much as 60% of the work of a data scientist is collecting and cleaning data, before any actual modeling work can begin. Getting organized can give you a huge edge in finding insights quicker.

Premium

Analyst

Analytical Base Table

Our data is all over the place

As much as 60% of the work of a data scientist is collecting and cleaning data, before any actual modeling work can begin. Getting organized can give you a huge edge in finding insights quicker.

Week 9

An image for the simulator course Building a model is not just about finding the right parameters, but also the hyperparameters used to transform your data outside of the model. Finding the right numbers can be surprisingly tricky.

Premium

Analyst

Hyperparameter Optimization

Finding Numbers for Greek Letters

Building a model is not just about finding the right parameters, but also the hyperparameters used to transform your data outside of the model. Finding the right numbers can be surprisingly tricky.

Curated By

Mike Taylor

Data-driven, technical marketer with $50m spent, 100 marketers hired, and 8,000 experiments run.
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The Advantages of Learning: Marketing Mix Modeling

  • Marketing Mix Modeling (MMM) enables you to make data-driven decisions about how to optimize your media budget.
  • MMM works even for hard to measure channels such as TV, podcasts, and influencers, making it a great option for those who need insights on all aspects of their marketing.
  • MMM is beneficial because it does not rely on user data, meaning it is not affected by iOS14, GDPR, and adblockers.
  • Since its introduction in the 1980s, MMM has been reinvented by companies like Facebook (Meta), Uber, and Google, making it accessible to all businesses regardless of size.
  • By utilizing Marketing Mix Modeling, businesses can gain insight on how their marketing efforts are impacting their sales and make decisions to more effectively allocate their budget and resources.

Frequently Asked Questions