Season 2
Marketing Mix Modeling Course
This free Marketing Mix Modeling Course by MASS Analytics provides a solid understanding of Data Processing in MMM.
Data processing is one of the most important steps in the marketing mix workflow. This stems from the variables that need to be transformed before being ingested into the model. In this series of videos, we explore several processors that allow the analyst to get data ready for the model.
Episode 1
Media Transformation in Marketing Mix Modeling
In this video we explore the following processors:
- Decay/AdStock: it describes the percentage of the message that is lost period on period.
- Diminishing Returns: it depicts the fact that as spend increases, the sales generated will increase as well, but at a decreasing pace until it reaches full saturation.
Episode 2
Data Smoothing in Marketing Mix Modeling
In this video we explore the following processors:
- Moving Average: It smoothens the input variable by sliding a window and calculating the local average using that window.
- Median Filter: replaces each data entry with the median of neighboring entries. The pattern of neighbors is called the “window”, which slides, entry by entry, over the entire variable.
- Seasonality: Detecting a seasonal pattern in sales is very important when dealing with highly seasonal products/ packages
Episode 3
Data Splitting in Marketing Mix Modeling
In this video we explore the following processors:
- Splitter
- Split Region
- Edit.
Episode 4
Calendar Variables in in Marketing Mix Modeling
Once all data needed for the project is collected, the data check phase starts. Exploring, charting, and analyzing each piece of data is an essential step.
Learn about some of the important univariate and multivariate statistics as well as exploration techniques that help you build sound modeling hypothesis.
Episode 5
Arithmetic Transformations in Marketing Mix Modeling
In this video we explore the following processors:
- Multiply
- Multiply by a Scalar
- Divide
- Divide by a Scalar
- Ratio
- Weighted Sum
- Adder
- Log
- Power
Episode 6
Optimization in Marketing Mix Modeling
Optimization falls at the last part of the MMM workflow chart (the Deployment phase), and it is based on the concept of the diminishing returns curve.
Through Optimization, the business is provided with insights so they are capable of enhancing their performance and improving the course of their brand.
See More:
Marketing Mix Modeling Course – Season 1
MMM Guide
Marketing Mix Modeling Course – Season 3
Beyond Cookie Depreciation
Watch our Marketing Mix Modeling Course on other Platforms
