A dive into the secrets of marketing budget OPTIMIZATION in mmm
About the Speaker.
– Over 17 years of experience in Marketing Mix Modeling (MMM), predictive analytics, budget optimization, and marketing strategy.
– Previously Partner at the international Media Agency MEC UK/WPP (rebranded Wavemaker), and at OHAL/WPP (rebranded Gain Theory).
– Co-founder and CEO of MASS Analytics, the creator of MassTer, the world-class end-to-end DIY Marketing Effectiveness Measurement Software.
– Previously partner at the international Media Agency MEC UK/WPP (rebranded Wavemaker), and at OHAL/WPP (rebranded Gain Theory).
– Ph.D. in Quantitative Methods from HEC Montreal.
– Over 17 years of experience in Marketing Mix Modeling (MMM), predictive analytics, budget optimization, and marketing strategy.
– Previously Partner at the international Media Agency MEC UK/WPP (rebranded Wavemaker), and at OHAL/WPP (rebranded Gain Theory).
– Co-founder and CEO of MASS Analytics, the creator of MassTer, the world-class end-to-end DIY Marketing Effectiveness Measurement Software.
– Previously partner at the international Media Agency MEC UK/WPP (rebranded Wavemaker), and at OHAL/WPP (rebranded Gain Theory).
– Ph.D. in Quantitative Methods from HEC Montreal.
Dr. Ramla Jarrar
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Optimization is the MMM component that provides the business with the needed insights to enhance their performance and improve the course of their brand.
Optimization falls at the last part of the MMM workflow chart (the Deployment phase) and is based on the concept of the diminishing returns curve. It is one of the layers of insight that the client receives from the marketing analytics company and it is based on the measurement that is done in the first part of the MMM building block pyramid.
This webinar explores the ins and outs of the optimization process and provides you with practical tips to achieve actionable and robust optimization.
