Marketing Mix Modeling - Theory & Practice for 2023

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Course curriculum

    1. Slides - M^2 - Marketing Mix Modeling

    2. Introduction to Marketing Mix Modeling

    1. Validating MMM Models - A Multifaceted Approach

    2. Regression, A Core Modeling Approach

    3. MMM Is A Causal Inference Problem And Not A Prediction Problem

    4. MMM In A World Where The Consumer Journey Is Not Trackable

    5. Core Objectives Of An MMM Model - Estimation And Optimization

    6. Challenges In MMM - Missing Variables Biases

    7. Cascaded MMM - An Approach To Measuring Long-Term Effects

    1. Classroom MMM Exercise - Media-Only Model

    2. Classroom MMM Exercise - Addition of Exogenous Variables

    1. MMM-classroom-exercise.R

    2. Facebook Robyn Demo

    1. Classroom MMM Exercise - Payman’s View On The Trend Seasonality Model (Part 1)

    2. Classroom MMM Exercise - Payman’s View On The Basic Media-Only Model (Part 2)

    1. Case Study Slides: Rappi Case Study

About this course

  • $299.00
  • 17 lessons
  • 1 hour of video content