MMM Master Classes Season 2
Data processing is one of the most important steps in the marketing mix workflow. This stems from the variables that need to be transformed before being ingested into the model. In this series of videos, we explore several processors that allow the analyst to get data ready for the model.
MassTer Processors – Media Transformation in MMM
Episode 1
In this video we explore the following processors:
1. Decay/Adstock
2. Diminishing Returns
MassTer Processors – Data Smoothing in MMM
Episode 2
In this video we explore the following processors:
1. Moving Average
2. Median Filter
3. Seasonality
MassTer Processors – Data Splitting in MMM
Episode 3
In this video we explore the following processors:
1. Splitter
2. Split Region
3. The Edit processor
MassTer Processors – Calendar Variables in MMM
Episode 4
In this video we explore the following processors:
1. Dummy
2. Trend/ Part trend
3. Window
4. Intervals
5. Periodic
MassTer Processors – Arithmetic Transformations in MMM
Episode 5
In this video we explore the following processors:
1. Multiply/ 2. Multiply by a Scalar
3. Divide/ 4. Divide by a Scalar
5. Ratio/ 6. Weighted Sum
7. Adder/ 8. Log/
9. Power
MassTer Processors – Optimization in MMM
Episode 6
Optimization falls at the last part of the MMM workflow chart (the Deployment phase), and it is based on the concept of the diminishing returns curve. Through Optimization, the business is provided with insights so they are capable of enhancing their performance and improving the course of their brand.
