Episode 4
Data Exploration
Episode 8
Prediction
Episode 1
Intro to MMM
Episode 2
MMM Workflow
Episode 3
Data Required in MMM
Episode 5
Data Processing
Episode 6
Modeling
Episode 7
Optimization
Episode 3: Data Required in Marketing Mix Modeling
The first step in ensuring the success of a Marketing Mix Modeling project is to make sure the data collection phase captures all the data needed for the project.
Learn about the different data sources and categories that need to be collected and discover tools that can help you run this phase successfully.
Episode 3 outline:
1) Data Request
2) Data Sources
3) Data Categories:
a) Data Categories: The KPI
b) Data Categories: Marketing
c) Data Categories: Media
d) Data Categories: External Factors