Is MMM the right solution for your company?
With seasoned professionals Gabriel Franco (Founder of Cassandra) and TS Kelly (Managing Director at Arima), we go deep into the world of Marketing Mix Modeling (MMM).
What does the adoption of MMM look like? What's the role of open-source tools like Meta's Robyn and Google's Meridian? When is MMM the NOT the right solution? What do MMM critics get wrong? And what's in store over the next few years for MMM?
00:00 Introduction and Opening Remarks
00:34 Introduction to Marketing Mix Modeling
00:55 Current Trends and Sponsors in Marketing Mix Modeling
01:36 Choosing the Right Marketing Mix Modeling Approach
02:55 Consultant vs. In-House vs. Open Source
04:17 Challenges and Success Stories in Marketing Mix Modeling
08:31 Adoption and Education in Marketing Mix Modeling
23:20 Future of Marketing Mix Modeling
30:18 Audience Q&A
37:10 Conclusion and Closing Remarks