The use of Media Mix Modelling (MMM) has been growing recently and more marketers are being ask to consider and use it.

We can help boost your knowledge and confidence with bespoke training, Q&A sessions and mentoring around MMM.

Our MMM and Media Attribution Training Starter Sessions require one morning or afternoon, typically, 3 hours and cover:

1. How MMM works overview

  1. Summary of MMM
  2. Benefits of MMM
  3. MMM vs MTA
  4. Why MMM is important now
  5. Can MMM and MTA work together?

2. MMM Data Requirements

  1. What type of data is needed?
  2. What is time-series data?
  3. Media Data
  4. Non-Media Data
  5. Data considerations
  6. Interaction variables

3. Data Exploration

  1. The importance of visualising data
  2. Examining the dimensions of your data
  3. Diagnostic tests
  4. Data visualisation techniques
  5. Identifying issues

4. Feature Engineering

  1. Preparing the data for modelling
  2. AdStock – why it’s critical in MMM
  3. Determining adstock for each channel
  4. Diminishing Returns
  5. Attention
  6. Interaction Variables

5. Modelling

  1. What exactly is a model?
  2. How machine learning estimates models from data
  3. How models are tested and validated
  4. How do you interpret a model?
  5. Which diagnostic tests you need to be aware of?
  6. Which question to ask about a model to determine its quality

6. 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

7. Optimisation

  1. What is media optimisation?
  2. How does it work?
  3. How do I interpret it?
  4. What questions should I ask?

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