101: Effectiveness: Marketing Mix Modelling (MMM) 2023

101 sessions

This programme of sessions provides ISBA members with the opportunity to “deep dive” into key marketing channels.  It’s a chance to adapt your knowledge and to be inspired at this moment of change by the latest thinking and to revisit of the principles of each channel.

These topics are covered:

  • Role & relevance of Marketing Mix Modelling and how does it work?
  • How to measure the memory effect of advertising
  • How to measure performance and diminishing returns from your econometric models
  • How to apply the results of your MMM campaigns in the real world.

This session is run in conjunction with Pete Davies, MD of getmemedia.com and focuses on MMM.

Member-only document

101: Effectiveness - Marketing MIx Modelling 2023 Presentation