Event Details

Marketing Mix Modeling (MMM) is a powerful analytical technique used by businesses to measure the impact of various marketing activities on sales and other key performance indicators. This course provides a comprehensive introduction to MMM, covering its foundational concepts, including data collection, model building, and interpretation of results. Participants will learn how to quantify the return on investment (ROI) of different marketing channels such as TV, digital, print, and promotions, using statistical models. The course also explores the limitations and assumptions of MMM, how to adjust for external factors, and the integration of MMM insights into strategic marketing decisions. Through hands-on exercises and case studies, participants will gain practical skills to apply MMM in real-world scenarios and drive data-informed marketing strategies.

About the Presenter

Ridhima makes your dollars work harder by understanding the impact of media on revenue. She leverages digital media analytics to drive insights and media recommendations for brands across a wide array of categories. Her extensive experience in Marketing and Customer Analytics is multifaceted, including customer targeting and personalization, test-and-learn initiatives, Marketing Mix Modeling (MTA & MMM), and other analytics best practices. When Ridhima is not working, she loves traveling the world with her family, trying new baking recipes with her daughter, and dancing.

Who Should Attend?

Business Leaders, or anyone using data to make business decisions.

Cost to Attend

$300

Questions?

Katie Cannady

Program Manager for the Center for Analytics and Business Insights (CABI) and Olin Events Specialist 

Olin Business School | Washington University in St. Louis
Ë: 314-935-3453 | *: k.cannady@wustl.edu