The Comprehensive MMM Guide
The end-to-end practitioner’s guide to Marketing Mix Modeling. 109 pages, from raw data to board-ready recommendations, by Dr Ramla Jarrar.
Free to download. Plus a 50% discount code for the MMM Fundamentals course.
The full MMM workflow, in one reference
Not an overview. A complete, worked practitioner’s guide through every stage of a real Marketing Mix Modeling project.
Laying the groundwork
What MMM is, its benefits, the building blocks, and how it fits your marketing strategy.
The MMM workflow
CRISP-DM adapted to MMM: the end-to-end process from brief to decision.
Data
Requirements and categories, exploration, and transformation: calendar variables, adstock and chain processing.
Modeling
Simple and multiple regression, then advanced techniques: pooled, log-linear and nested models.
Model assessment
Model selection, in-sample and out-of-sample validation, and commercial evaluation.
Output and results
Contribution, ROI and CPA, diminishing returns, incremental revenue, effectiveness and efficiency.
Insights and recommendations
Optimisation, forecasting, and reporting best practice, with a worked example.
More than the guide
Download the guide and we will send you a 50% discount code for the MMM Fundamentals course, so you can go from reading about MMM to building it, hands-on.
Dr Ramla Jarrar
President and Co-Founder of MASS Analytics, with more than 20 years in Marketing Mix Modeling. This guide is the method she teaches and the models her team builds, written down, from someone who does the work, not only writes about it.
Get your copy
Enter your details and we will send the guide straight to your inbox, along with your 50% discount code.
Short clips on the ideas in the guide
The questions you are probably having
Is it really free?
Yes. The full 109-page guide is free to download. The 50% discount code for the MMM Fundamentals course comes with it.
Who is it for?
Practitioners: analysts, data scientists and measurement leads who build or interpret MMM, or are about to start.
How do I get the discount code?
It is emailed alongside the guide the moment you submit the form. The code is ready to use on the MMM Fundamentals course straight away.
What format is the guide?
A PDF, delivered to your inbox. 109 pages, with charts, worked examples and a complete reference for every stage of the MMM workflow.
What happens after I fill in the form?
We email you the guide and your discount code. If you ticked the benchmarking option, a MASS Analytics expert will follow up to discuss your current setup.