Configure Configure - MASS Analytics MMM Master Classes

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
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 6c:
Modeling – Contribution & ROI Calculation

Episode 6c: Modeling – Contribution & ROI Calculation

Contribution is the impact that a specific variable has on a KPI or a dependent variable. While ROI is used to measure the efficiency of a specific media or marketing activity. It could also be used to compare the efficiency between different media or marketing activities. Learn how to leverage the relationship between ROI and contribution for better optimization decisions.

Episode 6c outline: 

1) Contribution Calculation​

2) The Reference Point​

3) Aggregated/Grouped Contribution​

4) Return On Investment​  

5) ROI & Contribution​

Download the Presentation

Contribution is the impact that a specific variable has on a KPI or a dependent variable. While ROI is used to measure the efficiency of a specific media or marketing activity. It could also be used to compare the efficiency between different media or marketing activities. Learn how to leverage the relationship between ROI and contribution for better optimization decisions.

Episode 6c outline: 

1) Contribution Calculation​

2) The Reference Point​

3) Aggregated/Grouped Contribution​

4) Return On Investment​  

5) ROI & Contribution​

Download the Presentation