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?

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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

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