How marketing mix modelling can boost your sales and profitability

Description

Step into the Streamly studio with Hilary Borndahl, CEO of Mixed Analytics, as she teaches us about the intricate cogs that makes Marketing Mix Modelling a marketing strategist's go-to tool, and a favourite for transforming data into actionable insight.

Table Of Contents

Understanding marketing conversion with MMM
Borndahl kicks things off with an introduction to MMM, explaining how it works and what metrics are needed for this model.
Wide Datasets
You need an array of datasets added into the model to have a good marketing mix. Borndahl goes into more detail on what those datasets could look like.
Reading the model
Once everything is in the mix, what happens next? Borndahl walks us through reading the intercorrelations of the model and how to manage data accuracy.
Seasonality and SKUs
Borndahl reveals how seasonality, media change, and the type of product you're analysing can all affect your MMM output.
The future of MMM
With many countries going cookie-less, Borndahl shares insight on how the future of MMM may be affected.
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