Intro to MMM
Data Required in MMM
Episode 2: The Marketing Mix Modeling Workflow
A successful MMM exercise needs to be reliable, repeatable, scalable, and accessible to people with little marketing analytics background. Adhering to a clear and structured workflow is therefore a must.
Discover the workflow and the different phases involved in the process of creating an efficient Marketing Mix Modeling project end-to-end.
Episode 2 outline:
1) The Standard Analytics’ Workflow
2) The MMM Workflow