Are you being asked to look at or consider MMM but don’t have a strong background in the subject?

Over the last 20 years, the marketing industry has focused heavily on cookie based digital attribution techniques such as multi touch attribution (MTA). But since 2020, we have seen a significant move away from cookie-based tracking and an increased focus on Marketing and Media Mix Modelling (MMM). This shift means that we now have a large cohort of marketing professionals who do not have a good working knowledge of MMM.

If you are a member of this cohort then our CMO’s Guide to MMM is designed specifically for you.

We will cover the following topics from our MMM training course with a specific focus on the needs of more senior marketing managers who need to be able to interpret MMM results correctly and report them to senior colleagues in a way that builds confidence in the MMM approach and its outputs.

These are the areas we can cover:

1. Benefits of MMM for a CMO

    1. How MMM can improve business performance
    2. Why its an important senior management tool
    3. Talkin the metrics that matter in the boardroom

2. How MMM works overview

    1. Summary of MMM
    2. Benefits of MMM
    3. MMM vs MTA
    4. Why MMM is important now

3. Data

    1. What type of data is needed?
    2. Data considerations
    3. Interaction variables

4. Data Exploration

    1. The importance of visualising data
    2. Examining the dimensions of your data
    3. Identifying issues

5. Feature Engineering

    1. AdStock
    2. Attention
    3. Interaction Variables

6. Modelling

    1. What exactly is a model?
    2. How machine learning estimates models from data
    3. How models are tested and validated
    4. Which diagnostic tests you need to be aware of

7. Reporting

    1. How to interpret model outputs
    2. How to convey MMM outputs to colleagues
    3. How models are used to optimise investments
    4. Using an existing model to estimate media attribution on new data

8. Selling MMM in the boardroom and at C-Suite

    1. How to keep MMM simple and top-line for the CEO or CFO
    2. Managing expectations correctly
    3. Questions to anticipate
    4. How to deals with difficult MMM questions

9. Timings and Costs

    1. Timescales
    2. Likely costs

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