Start Your MMM Journey. Learn by Doing, Get Certified.
Learn the fundamentals of Marketing Mix Modeling through a structured, hands-on course led by Dr. Ramla Jarrar. Combine theory with real-world practice using MASS Analytics’ proprietary software and earn a certification that validates your skills and sets you apart.
~10 hours
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9 Modules
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Hands-on Real-world Project
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MASS Analytics Certification
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MassTer Software
Course Overview
With more channels, more data, and growing pressure to prove ROI, understanding what drives marketing performance has never been more critical.
This course equips you with the skills to do just that, using Marketing Mix Modelling.
Through a carefully structured curriculum, you’ll explore the full MMM workflow, from data collection to modelling, optimization, and reporting.
Education with Real Impact
Use the real-world datasets and MassTer to simulate decision-making in real-world conditions.
Demystify Complexity
Each module breaks down complex concepts into clear lessons and hands-on exercises you can apply immediately.
For Every Level, Everywhere
Gain practical MMM skills recognized by employers and clients — whether you’re a marketer, analyst, or consultant.
Course Modules
This module lays the groundwork for understanding Marketing Mix Modelling (MMM).
Participants will explore the core purpose of MMM, why it matters in today’s data-driven marketing environment, and how it supports smarter business decisions.
This module provides a clear overview of the end-to-end MMM process, serving as a roadmap for the entire course.
Participants will learn how different stages connect—from data collection and preparation, to model building, validation, and interpretation of results under the umbrella of the Data Analytics and Cross-Industry Standard Process of Data Mining (CRISP-DM).
This module focuses on the critical first step of any MMM project: identifying, gathering, and assessing the right data.
Participants will explore the data categories required for MMM, from marketing and media investments to external factors such as seasonality, and weather.
This module dives into the essential steps of preparing raw data for MMM analysis.
Participants will learn how to clean and structure datasets, address Calendar Variables, and apply transformation techniques that make the data suitable for modeling.
This module introduces the heart of MMM: building statistical models that explain and predict business outcomes.
Participants will learn how simple and multiple linear regression is applied within MMM, why it is widely used, and the principles behind constructing robust models.
This module focuses on understanding how to transform model outputs into meaningful business insights.
Participants will learn how to interpret key results, with an emphasis on calculating Return on Investment (ROI) for different marketing channels and understanding their contribution to overall sales.
This module introduces the practical application of MMM results through optimization techniques.
Participants will learn how to use model outputs to test different budget allocation scenarios and identify the mix that maximizes impact.
This module equips participants with tools to look beyond historical analysis and project future outcomes.
Participants will be introduced to forecasting methods that predict sales and performance under expected market conditions, as well as simulation techniques that test “what-if” scenarios.
This module highlights the importance of communicating MMM findings in a clear and actionable way.
Participants will learn how to structure reports that translate complex statistical outputs into insights that stakeholders can easily understand.
They are designed to bridge theory and practice, allowing learners to apply core concepts to real-world scenarios and demonstrate their mastery in a hands-on context.
From Concepts to Confidence
Master the Fundamentals
Grasp core MMM concepts with clear, structured lessons and resources.
Learn by Doing
Bring theory to life through the hands-on real-world MMM project.
Apply with MassTer
Use professional-grade software to bring concepts to life.
Certifications
Course Completion Certification
- Complete all videos, materials, and quizzes
- Pass two Capstone Assessments: real-world Project & MMM Concepts.
MASS Analytics Certification
- Complete the Project
- Submit your project for expert evaluation and earn an industry-recognized credential.
Built by Experts. For Future Experts.
Marketing managers and brand strategists seeking to understand how MMM can help them measure and improve ROI across channels.
Media planners and buyers aiming to understand the principles of MMM to allocate budgets more effectively.
Business intelligence professionals interested in applying statistical models to marketing data.
Consultants and agency professionals who support clients with marketing performance analysis.
How you’ll learn
Structured Curriculum
Clear module-by-module progression.
Expert Instruction
Short video lectures and practical demos.
MassTer with Real Data
Practice on a real dataset.
Assessment & Certification
Project submission and live presentation.
Instructors
Dr. Ramla Jarrar
Leading worldwide MMM expert with +20 years of experience and President, co-founder of MASS Analytics.
Speaker at The MMM Summit @Google 2022, The I-COM Summit 2025, Campaign Media Briefing 2023, and ARF’s Attribution & Analytics Accelerator 2023
Meher Boualem
Marketing analytics expert with 10 years of experience in MMM and Head of Customer Success at MASS Analytics.
Known for his deep product knowledge and steady, hands-on support, he’s the go-to person for anything related to MassTer.
Start your MMM journey.
Enroll today.
Enroll in the MMM Fundamentals course and learn how to build, interpret, and apply Marketing Mix Models that truly connect your marketing activities to business results.