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

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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[xy-czpj]

As a marketer this was maybe the video with the most added value I have ever heard. Companies should really work hard towards implementing MMM.
Thanks!

[ashwinbhat]

This was a fantastic intro to MMM. Very clear and concise. Thanks a lot!

[chitrasrivastava]

Crisp and gets the points across. Especially liked how you isolated and clearly called out each of the interpretations (e.g., digital impact < TV / OOH impact) you made in reference to the "measure" piece.

[abhijitdas]

Very crisp explanation. Thanks M'am!

[kenzabelaid]

Thank you for this
explanatory video. Looking forward to the next videos.

[renev]

That was an excellent intro to MMM! Thank you!

[peru]

Amazing breakdown! That much more educated for my clients now :)

[deepakm]

Nicely explained. Thanks for your effort to share the knowledge.

[adammoritz]

Great explanation! Brilliant material! Thank You

[animationmemeworld]

Very informative video turned out, I have been looking for this software for a long time, thanks

[hussadinchangkamanon]

That's well explained. Thank you much.

[amrighada]

Thank you very much for this video i really liked the way you simplify things

[raedtaamallah]

Thank you professor for this enlightening video!

[nachiketjangam]

Very good videos this channel has👍👍👍👍👍

[SalmaCheikhrouhou]

Very informative! Thank you for sharing this!

[maxmin]

The only problem with MMM is that the output generated from MMM can't be fed as an input in real time to the 2 big digital giants for campaign optimization where every online company spends 80%. of their budget .

[truelightl]

Can you enable CC, my english is not too good to understand all

[youtubeuser]

Can anyone recommend any online courses/ resources that cover these concepts in detail, like a hands on project based course?

[zabeardybeardy]

And noone who sells MMM will ever tell you of the sampling biases that are baked in to these models that make them near unusable without lengthy optimization processes.