Dr. Ramla Jarrar on the free marketing mix modeling course on our YouTube channel, Pack A to Pack K, taught in the order you would run a real MMM project.
- →Why I turned twenty years of MMM practice into a free, sequenced video curriculum
- →How the eleven Packs, A through K, map to the real phases of a marketing mix modeling project
- →Where the method deep-dives, regression through nested models, fit alongside the Packs
- →Which pack to start with, whether you are commissioning MMM or building it
- →How to use the curriculum to train a team, not just one analyst
Most people learn marketing mix modeling in the wrong order. They meet a regression equation before anyone has told them what an MMM project is for. They open a dataset before they know what good data looks like. Then they wonder why the first model does not make sense.
So we filmed the whole thing, in the order the work actually happens. The MASS Analytics YouTube channel now holds a full marketing mix modeling course, organized into eleven Packs, A through K. It is free, it is sequenced, and it follows the arc of a real project rather than the chapter order of a statistics book.
Start here. This is the first video in Pack A, the front door to the whole curriculum.
The curriculum follows the project, not the textbook
A marketing mix modeling project is not a single skill. It is a sequence of decisions, and each stage depends on the one before it. Frame the question badly and no amount of clever modeling saves you. Skip the data work and every downstream number is wrong. Read the results without understanding contribution and you optimize toward the wrong channel.
That is why the channel is built as Packs rather than a pile of videos. Each Pack teaches one phase of the work, and the phases run in the order you would actually meet them. You can watch a single Pack to fill a specific gap or run the whole set A to K and come out able to commission, defend, or build a model yourself.
Most people learn MMM in the wrong order. The curriculum fixes that by following the project, not the textbook.
The packs map to a real MMM project
Each pack on the MASS Analytics channel teaches one phase of the work, in the order you would actually do it.
Packs A to C build the foundation before you touch a model
The first three Packs exist so that nobody starts modeling with the wrong mental model. They are short and deliberately non-technical, because the most expensive MMM mistakes are conceptual, not mathematical.
Pack A Introduction to Marketing Mix Modeling
Four videos explain what MMM is and why brand understanding matters before any equation appears.
Pack B Marketing Mix Modeling Building Blocks
The building blocks come next: four videos covering the vocabulary and concepts every stakeholder needs to follow a model conversation.
Pack C The Marketing Mix Modeling Workflow
Two videos lay out the end-to-end workflow so you can see the whole map before walking any single road.
If you are a CMO or a finance lead who will commission MMM rather than build it, these three Packs are often all you need.
Packs D to F are where most of the real work lives
Here is the part vendors rarely show you. The largest block of the curriculum is not modeling, it is data. Pack F alone, Data Transformation, runs to seventeen videos. That is not an accident of production. It reflects where the hours actually go on a live project.
Pack D Data Understanding
Eleven videos teach you to read your inputs, media spend, price, promotions, distribution, seasonality, and competitive activity, and to know what a usable dataset looks like.
Pack E Data Exploration
One video covers exploration, the sanity checks that catch problems before they reach the model.
Pack F Data Transformation
Seventeen videos make up the heart of it, adstock, saturation, and the transformations that turn raw spend into something a model can learn from. Get this phase right and modeling becomes almost quiet. Get it wrong and no technique will rescue the result.
Data Transformation is the single largest Pack, seventeen videos, because most of marketing mix modeling is getting the inputs right.
Pack G and the method deep-dives cover building and defending the model
Once the data is ready, Pack G walks through building, selecting, and evaluating models. Twelve videos, because model selection is a judgment skill, not a button. You learn how to compare candidates, read diagnostics, and decide which model earns your trust.
Pack G Building, Selecting and Evaluating Models
Alongside Pack G (12 videos) sit the method deep-dives, for anyone who wants the mechanics underneath the workflow: Simple and Multiple Regression, Pooled Regression, Bayesian Regression, Loglinear Modeling, and Nested Models. There is also an MMM 101 Series for a lighter first pass. These are the videos to reach for when a model behaves in a way you did not expect and you need to understand why.
You cannot defend a number you cannot explain. The modeling Packs are built around explainability, not black boxes.
Packs H to K turn a model into decisions the business can act on
A model that stays in the analyst’s laptop changes nothing. The last four Packs cover the part of MMM that reaches the budget meeting, and then the wider room.
Pack H Interpreting Results: ROI and Contribution
Eleven videos turn results into decisions. They cover ROI and contribution, how to read what each driver actually delivered, including the base, the demand you earn from accumulated brand equity that no experiment ever measured for you.
Pack I Running Optimization
Eight videos turn those numbers into a reallocation, the response curves and budget moves that lift return on the same spend.
Pack J Running Forecasting and Simulations
Two videos cover forecasting and simulation, so you can test a plan before you commit to it.
Pack K Reporting
The newest addition, two videos, covers reporting, turning model output into something a stakeholder can read, question, and act on, because a result nobody sees changes nothing.
MMM has standalone authority. It measures every driver at once, including the base you never ran an experiment on.
Start where your job starts
You do not have to watch all one hundred and thirty-plus videos in order. The sequence exists so you can find your entry point and know what sits on either side of it.
If you commission MMM, start with Packs A to C and Pack H, enough to brief a project well and read the results critically. Analysts learning to build should run A to G in order, then keep the method deep-dives close. And if you already run models and want to sharpen one phase, jump straight to the Pack that names your gap. The whole library is on the channel, grouped under the Playlists tab.
Free curriculum, deliberate choice
We made the course free on purpose. A measurement discipline only grows when more people can run it well, and MMM is having a renaissance precisely because it no longer depends on third-party cookies. The written companion to the videos is our Comprehensive Marketing Mix Modeling Guide (Jarrar and Jabloun, 2025), and if you want a single-page primer first, the Marketing Mix Modeling 101 article covers the foundations. For the wider set of learning resources, including podcasts and reading, see Learn Marketing Mix Modeling.
The goal is not to keep MMM scarce. It is to raise the standard of how it is practiced, so that when a model reaches a boardroom, it can be trusted and defended. That is better for every brand doing this work, including the ones who never become our clients.
We made the curriculum free because a measurement discipline only grows when more people can run it well.
Frequently asked questions
The MASS Analytics YouTube channel hosts a free marketing mix modeling course organized into eleven Packs, A through K, that follow a real project from introduction to reporting. You can watch the whole sequence or pick the Pack that matches your gap. The full library sits under the Playlists tab on the channel
Marketing mix modeling (MMM) is a statistical technique that measures how each marketing and non-marketing driver contributes to sales or another business KPI, then uses that to guide budget decisions. It reads aggregated historical data, so it works without third-party cookies. Pack A explains it in plain terms, and the Marketing Mix Modeling 101 article covers the same ground in writing.
No. The Packs teach the concepts, the workflow, and how to read and defend a model, not a specific programming language. Analysts who want the mechanics can follow the method deep-dives on regression, pooled, Bayesian, loglinear, and nested models. Commissioners and marketing leaders can get what they need from the foundation and interpretation Packs without writing a line of code.
It depends on your role and where you start. A marketing lead who only needs to commission and interpret can cover the essential Packs in an afternoon. An analyst learning to build a model end to end should expect to work through Packs A to G over several sessions, then return to the method deep-dives as questions come up on real projects.
At a high level: understand and frame the question, prepare and transform the data, build and select a model, then interpret and act on the results. Pack G covers building, selecting, and evaluating, and the method deep-dives cover the techniques underneath. The data Packs, D to F, matter more than most beginners expect, because model quality is decided long before the model runs.
Start with Pack A, the introduction, even if you are experienced, because it frames the rest. From there, jump to the phase that matches your job: foundations and interpretation if you commission MMM, the full A to G run if you build it.
Where to start this week
Before your next planning cycle, ask a simple question. If you had to produce an MMM read of last year’s spend, who on your team could do it? If the honest answer is no one, that is a capability gap you can close for free.
Open Pack A this week. Watch the four videos. Then decide how far down the A-to-K path your team needs to go. The whole channel is here.
- ✓The MASS Analytics channel hosts a free, sequenced marketing mix modeling course of eleven Packs, A to K, that follows a real project.
- ✓Packs A to C build the foundation, D to F cover the data work that is most of the effort, G plus the method deep-dives cover modeling, and H to K cover ROI, optimization, forecasting, and reporting.
- ✓Data Transformation is the largest Pack, seventeen videos, because getting the inputs right is where MMM is won or lost.
- ✓The curriculum is free by design, to raise the standard of how MMM is practiced across the industry.
- ✓Start with Pack A, then follow the path that matches your role, from commissioning to building.