Morning Session: The MMM Academy
Alviss AI invites you to an exclusive session where we will guide you through key topics in Marketing Mix Modelling (MMM).
Gain a fundamental understanding of what MMM is and the types of business questions it can help answer. You will also receive practical guidance on how to select your input data to build a robust modelling framework with a high degree of business logic.
When: April 22nd at 9.00 – 10.30
Coffee and croissants from 8.30.
Where: Strandboulevarden 122 (3rd floor), KBH Ø
Gain a fundamental understanding of what MMM is and the types of business questions it can help answer. You will also receive practical guidance on how to select your input data to build a robust modelling framework with a high degree of business logic.
When: April 22nd at 9.00 – 10.30
Coffee and croissants from 8.30.
Where: Strandboulevarden 122 (3rd floor), KBH Ø
Content
Getting the fundamentals right: What is MMM
What kinds of decisions can you derive from MMM for your business and marketing operations? How does MMM relate to other marketing measurement approaches, such as digital attribution?
What is the framework behind MMM?
MMM is based on a statistical framework, which will be explained and discussed. Particular emphasis will be placed on selecting the right KPIs, as this is crucial for building a robust modelling framework.
How to structure your media data
One of the main purposes of MMM is to measure the effectiveness of media channels and campaigns. However, to generate actionable and reliable insights, it is essential to carefully structure your input data correctly.
Ownership and implementation
MMMs can be executed and implemented in various ways. We will explore the advantages and disadvantages of different approaches to ownership and implementation.
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Who is it relevant for?
It should be relevant for you, if you are interested in marketing analytics, media efficiency, driver analysis and related topics. You may be experienced in MMM, or it may be new to you.
Whether you are a strategic decision maker or hands-on business analyst, you are more than welcome to join!
It should be relevant for you, if you are interested in marketing analytics, media efficiency, driver analysis and related topics. You may be experienced in MMM, or it may be new to you.
Whether you are a strategic decision maker or hands-on business analyst, you are more than welcome to join!