MMM is here. Your imagination is the limit
Go beyond saturation curves and use marketing mix modeling to answer the questions that actually move your business.
Why MMM matters now and how it actually works.
Mike Ryan, Head of Ecommerce Insights at smec, starts with the basics, then goes further: how to ask MMM these questions and act on the answers. You will learn:
- Why MMM, why now: Stop defending budgets, start proving them. Why budget pressure, the invisible customer and competing platform ROI claims make MMM essential now, and why attribution and MMM answer different questions..
- How modern MMM works: A non-technical guide to what Google Meridian and Meta Robyn are, how they differ, and what Bayesian modeling means.
- The standard toolkit: Budget allocation, ROAS saturation, and adstock decay, and how to read them correctly.
- Creative use cases: Modeling profit instead of revenue, offline and store data, new vs. returning customers, and promotions vs. natural seasonality.
- Going deeper inside channels: How to break Google Ads down into campaign types like PMax and Demand Gen.
- From model to action: Scenario planning, recommendations down to campaign level, including PMax and Demand Gen, and how to turn MMM from a one-off study into a continuous decision process.
You can access the webinar presentation in our exclusive Knowledge Hub here.
Speakers
Mike
Ryan
Head of Ecommerce Insights
smec