The Marketing Mix Modeling (MMM) Advanced Workshop by Aryma Labs is a hands-on, expert-driven course for professionals looking to master the end-to-end process of MMM. It covers:
Foundations of MMM: Understanding marketing impact, data requirements, and model structure.
Adstock: Modeling carryover effects and diminishing returns using transformations like Geometric and Weibull.
Model Evaluation & Diagnostics: Deep dives into residuals, stationarity, Decomp.RSSD, KL Divergence, and more.
Budget Optimization: Scenario planning using Excel and tools like NLOPT, guided by constraints and ROI logic.
Calibration & Validation: Ensuring model fit with real-world data and testing causal accuracy using experimental design and statistical methods.
This workshop is ideal for marketers, analysts, and data scientists who want to drive data-informed decisions, improve media ROI, and build MMM models with confidence.
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