MMM Session 1 – Chapter 1

Session 1: Laying the Foundations of Marketing Mix Modeling

This session provides a comprehensive introduction to Marketing Mix Modeling (MMM). Participants will learn the foundational concepts, the importance of MMM in evaluating marketing performance, and how it empowers data-driven decision-making. The session covers:

• Overview of MMM and its business applications.

• Key data types and sources required for modeling.

• Best practices for data collection, cleaning, and preparation.

• A step-by-step guide to setting up the groundwork for MMM models.

By the end of this session, you’ll have a clear understanding of how to initiate an MMM framework and prepare data for analysis, setting the stage for advanced modeling techniques in subsequent sessions.

Download Workshop Data & EDA Scripts