MMM Fundamentals
The self-serve Marketing Mix Modeling (MMM) course for beginners. Go beyond theory and practise the full workflow, hands-on, with MassTer Studio and a real dataset.
Taught by the people who build the models
Not learning MMM from someone who only read about it. Your instructors build the platform, run the models and author the research, then teach from that experience.
Dr Ramla Jarrar
More than 20 years in Marketing Mix Modeling, author of the CMO Handbook, and a speaker at the MMM Summit @Google, I-COM and ARF’s Attribution & Analytics Accelerator.
Meher Boualem
Ten years in MMM, and the team’s go-to for everything on the MassTer platform.
Start with an introduction to MMM
Learn by doing, not by watching
Every module is built around a real task in MassTer Studio on a real dataset, so you finish with experience, not just familiarity.
The complete MMM workflow end to end, using MassTer Studio on a real dataset.
How to read, challenge and explain model outputs: ROI by channel, contribution and budget optimisation.
Structured reporting that turns statistical outputs into insights stakeholders can act on.
Nine modules, plus a capstone
The full MMM workflow in sequence, hands-on at every step with MassTer Studio and a real marketing dataset.
Marketing Mix Modeling Fundamentals
What MMM is, why it matters, and how it supports smarter business decisions.
Marketing Mix Modeling Workflow
The end-to-end MMM process as a roadmap, from data to interpretation, under CRISP-DM.
Data Collection and Understanding
Identifying and assessing the right data, from media investment to external factors like seasonality.
Data Processing and Transformation
Cleaning and structuring data, calendar variables, and the transformations that make data ready to model.
Building, Selecting and Evaluating Models
Simple and multiple linear regression in MMM, and the principles behind models you can trust.
Interpreting Results: ROI and Contribution
Turning model outputs into ROI by channel and contribution to sales.
Running Optimization
Testing budget allocation scenarios to find the mix that maximises impact.
Running Forecasting and Simulations
Projecting future performance and testing what-if scenarios.
Reporting
Structuring reports that translate statistical outputs into insights stakeholders can act on.
Capstone Assessments
Apply it all to a real-world project and an MMM concepts assessment.
The essentials
Built by experts, for future experts
Marketing managers and brand strategists
Measure and improve ROI across channels with a method that holds up to scrutiny.
Media planners and buyers
Apply MMM principles to allocate budgets more effectively and defend the plan.
Business intelligence professionals
Apply statistical models to marketing data and connect them to business outcomes.
Consultants and agency professionals
Support clients with marketing performance analysis built on solid method.
Finish with proof
Complete the capstone and pass the assessment to earn a Udemy course certificate alongside a MASS Analytics Certificate of Professional Recognition, showing you can run and interpret MMM at a practitioner level.
Verbatim, from the course
“The course offered a strong balance of theory, hands-on practice, and an end-to-end project built on a workflow-oriented MMM platform.”
Tony Domenzain“They aren’t just selling a service; they are truly democratising MMM through their new MMM Academy. If you’ve been looking for that ‘textbook’ I wished for two decades ago, MASS Analytics has practically written it.”
Olesya MoosmanMMM Academy programmes
Each course is designed to stand alone. Start with the level that matches where you are.
MMM Fundamentals
Self-serve, on-demand. Build the full MMM workflow from scratch with MassTer Studio.
End-to-End MMM Course
Advanced, cohort-based. Run a full project and present to an expert panel for certification.
MMM Capability Building
Instructor-led team training that stands up in-house MMM capability across your organisation.
Start with
the Fundamentals
Learn MMM by doing, at your own pace, with MassTer Studio and a real dataset. On Udemy, with a recognised certificate.