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Marketing Mix Modeling (MMM) Guide

Marketing Mix Modeling (MMM) Guide

Basics of MMM, use cases, preparing your data, defining your model & understanding the results

MK

By Lauri and 3 others4 authors24 articles

Basics of Marketing Mix Modeling

Introduction to Marketing Mix Modeling (MMM)

History of Marketing Mix Modeling (MMM)

How does Marketing Mix Modeling work? (Simple intuitive explanation)

Common terms in Marketing Mix Modeling (MMM)

Marketing Mix Modeling use-cases

Main use-cases of Marketing Mix Modeling (MMM)

How does Marketing Mix Modeling (MMM) help marketing teams?

Benefits of Marketing Mix Modeling: Practical example

Limitations of Marketing Mix Modeling (MMM)

Preparing your data for Marketing Mix Modeling

Introduction to Marketing Mix Modeling (MMM) data requirements

What data is needed for Marketing Mix Modeling (MMM)?

Should I use sell-in or sell-out data for sales data in Marketing Mix Modeling?

Choosing your MMM approach

Should I build an in-house MMM solution, or buy from a vendor?

Should I do an MMM project, or utilize a continuous MMM approach?

Should I use Marketing Mix Modelling (MMM), if I already have Google Analytics?

Should I use Google Lightweight, Meta Robyn, or MMM SaaS?

Understanding Marketing Mix Modeling results

Sales decomposition chart

Return On Investment (ROI): Definition and charts

Diminishing Returns of marketing

Measuring improvement in marketing

Science behind Marketing Mix Modeling

Marginal Return On Investment (Marginal ROI)

What are adstock and carryover effects and how can they be modelled?

Calibrating Marketing Mix Models with lift tests

Research papers and other resources on Marketing Mix Modeling

What is the impact of granularity on Marketing Mix Modelling?