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Advanced performance marketing topics
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Module 5
Marketing Mix Modeling (MMM) for Strategic Planning
1
Understanding MMM: Purpose and Strategic Applications
Explain the business purpose of MMM and the strategic questions it can answer.
2
Interpreting Key MMM Outputs
Interpret key MMM outputs, including channel coefficients, response curves, and contribution charts.
3
Adstock & Saturation: Impact on Budget Planning
Explain the concepts of adstock and saturation (diminishing returns) and their impact on budget planning.
4
Evaluating MMM: Methodology and Limitations
Critically assess the methodology and potential limitations of a proposed or completed MMM.
5
Optimizing Budget Allocation with MMM Response Curves
Use MMM-derived response curves to inform optimal budget allocation across channels.
6
Budget Scenario Forecasting with MMM
Use MMM scenario planning tools to forecast the impact of different budget scenarios.
7
Crafting an MMM Project Brief
Develop a comprehensive brief for commissioning an MMM project from a vendor or internal team.
8
Integrating MMM and Incrementality for a Holistic View
Synthesize MMM findings with other measurement methods (e.g., incrementality) to create a holistic view.
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Incrementality and True Marketing Impact
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Multi-Touch Attribution and Customer Journey Intelligence