Configure Configure - MASS Analytics MMM Master Classes

Episode 4
Data Exploration

Episode 8
Coming Soon

Episode 1
Intro to MMM

Episode 2
MMM Workflow

Episode 3
Data Required in MMM

Episode 5
Data Processing

Episode 6
Coming Soon

Episode 7
Coming Soon
MASS Analytics Master Classes are designed to help you master the full process of delivering a marketing effectiveness project. Useful insights and tips are shared to help you develop an in-depth knowledge around MMM. Whether you are an advertiser or an agency, you will find in these classes all what you need to know to run MMM projects effectively and efficiently.

Episode 5: Data Processing


A robust model should make sense both statistically and commercially. Raw variables need to be transformed to reflect the true consumer behavior.

Discover the most popular processors in MMM including AdStock and learn about calendar variables, processed variables, and chain processing.

Episode 5 outline:

1) Introduction to Data Processing

2) Calendar Variables

3) Processed Variables

4) Chain Processing

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