101: Understanding marketing mix modelling (MMM)

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session introduces Marketing Mix Modelling (MMM) and explains how it is used to understand the factors driving business performance. We’ll explore what MMM is, how econometric models work at a high level, and how media, pricing, promotions, distribution, and external factors are analysed together to assess their impact on sales or other business outcomes.

The session also covers the strengths and limitations of MMM, how results should be interpreted, and how MMM fits alongside other measurement approaches such as attribution and testing — helping advertisers ask better questions and make more informed decisions.

What you will learn:

• Understand what Marketing Mix Modelling is and why it’s used.
• See how MMM isolates the impact of media and other drivers on outcomes.
• Understand key concepts like: regression, adstock / memory effects, diminishing returns, response curves.
• Recognise the limitations and risks of MMM.
• How to place MMM correctly within a broader measurement framework.