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 Sessions require one morning or afternoon, typically, 3 hours and cover:
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How MMM works overview
- Summary of MMM
- Benefits of MMM
- MMM vs MTA
- Why MMM is important now
- Can MMM and MTA work together?
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MMM Data Requirements
- What type of data is needed?
- What is time-series data?
- Media Data
- Non-Media Data
- Data considerations
- Interaction variables
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Data Exploration
- The importance of visualising data
- Examining the dimensions of your data
- Diagnostic tests
- Data visualisation techniques
- Identifying issues
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Feature Engineering
- Preparing the data for modelling
- AdStock – why it’s critical in MMM
- Determining adstock for each channel
- Diminishing Returns
- Attention
- Interaction Variables
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Modelling
- What exactly is a model?
- How machine learning estimates models from data
- How models are tested and validated
- How do you interpret a model?
- Which diagnostic tests you need to be aware of?
- Which question to ask about a model to determine its quality
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Reporting
- How to interpret model outputs
- How to convey MMM outputs to colleagues
- How models are used to optimise investments
- Using an existing model to estimate media attribution on new data
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Optimisation
- What is media optimisation?
- How does it work?
- How do I interpret it?
- What questions should I ask?
Session Cost: £450 per session for up to 6 attendees
Location: At your office in person or online
Tutor: Simon Foster is a multi-award winning MMM and media attribution specialist with 25 years experience in leading data-driven media optimisation in agencies including Ogilvy, MindShare, Initiative, FCB, PHD (where he was MD of the analytics function), The Kite Factory, 7Stars and mSix (where he was Global head of Data Science). Simon’s recent client MMM experience includes Discovery Channel (EMEA), EA Games (global), National Express, TalkTalk, Tate & Lyle, The Times, Times Radio and Virgin Money. He has won one Media Week Gold and two Silvers in the ‘Best Use of Econometrics’ category in the last five years, plus a WARC Special Prize for Attribution.
Contact for more info HERE