Marketing Mix Modelling implementation | A real MMM case study from an expert data analyst

In this video, Charlotta Lundberg from renowned marketing intelligence agency Nepa will be diving deeper into MMM and actually presenting an MMM case study that they did with a client so you can get a better idea of the outcomes of MMM and how it might be applicable to your business.

[@nicholasbehnke]

You should do a tool deep dive with a demo account or give users a dashboard with demo accounts

[@JL-iw5kx]

Would it be possible to turn down or eliminate the background music?

[@WeAreFunnel]

Thanks for the feedback! We'll make sure to lower the sound in future videos 🙂

[@MarketHustle]

This is SOLID 🎉

[@WeAreFunnel]

Glad you like it Zaryn! Thanks for the feedback 💥

[@frrrrrra]

Great video! You mention that MMM is not as sensitive to regulatory changes, such as GDPR, as attribution model.
I do not understand, however, how this is a pro. I believe that GDPR can have a strong influence on sales, for example, so shouldn't the model take those effects into consideration instead of dismissing them?

[@88DJYello]

Exactly! I was quite confused by that too seeing as economic data (eg gdpr) is very useful in most models I’ve built. Sensitivity always depends on the depend variable in question and how it relates to gdpr for example. Maybe I’ve completely missed her point

[@frrrrrra]

@@88DJYello they probably meant that it is an effect that despite being generally important it cannot be affected. But if the logic is still that of dependent/independent variables they should still explain how to deal with it

[@88DJYello]

@@frrrrrraagree. Confusing statement but useful content nonetheless

[@nicolepadua7647]

At first, she said they estimated an increase in SALES by 15% and at the end she said they increased STORE VISITORS by 17% and that it exceeded the estimated impact of 15%. That doesn't sound right.

[@WeAreFunnel]

How so?🙂

[@misterpopollo]

it's 2 different KPIs, having an increase of visitors doesn't necessarly means +15% in sales or more, actually there's a good chance that it's less if you consider the conversion rate
@@WeAreFunnel

[@rudroroy1054]

Can someone elaborate if MMM is a statistical model or just a marketing approach model? Do we use Machine learning models in MMM?

[@nanlinr]

Get your data right..4% increase from 41% to 41% channel spend?

[@Sergio-td7mn]

11 mins advertising. Useless

[@huanchenli4137]

honestly, this video is useless from a data scientist view...

[@cool_videos6016]

why
?

[@pranatiswain9013]

Please remove the background music, its very disturbing.