Marketing Mix Modeling in the Age of AI (Half Day)

A Marketer-Friendly Intro to Optimizing Marketing Performance with Data-Driven Strategies
(Half-Day Workshop)

Workshop Description
Marketing Mix Modeling (MMM) is an essential data analysis tool that helps marketers improve efficiency and maximize marketing ROI for improved growth, yet many marketers miss critical opportunities for improved decision-making because they are either not versed in MMM or feel intimidated by its technical nature. MMM does not need to be complicated or outside the grasp of marketers. When broken down into a few simple frameworks, marketers find that MMM is not just the territory of data teams but also useful in their daily work, enabling them to make smarter decisions that result in better outcomes.

In this half-day workshop, designed by experts at NYU for the Association of National Advertisers, you will learn the tools to:

• Identify which marketing activities drive the most sales for your brand
• Figure out which of your channels delivers the highest ROI
• See how pricing strategy/promotions affect sales volume
• Understand the impact of competitor actions on your sales or conversions, and
• Plan proactively for an optimized channel mix and media budget.

Contrary to popular belief, marketers do not need a PhD to understand (or even to perform) a marketing mix model. Instead, we demystify the process for you so that you can clearly understand the fundamentals and how to apply these insights to real-world scenarios. Through presentations, case studies, hands-on exercises, and group discussions, you will learn simple tools you can apply on the job to ensure your marketing strategies are data-driven and aligned with business goals.

Target Audience
This workshop is ideal for:

• Brand and product managers interested in understanding the impact of marketing activities on product performance and making informed decisions about product and brand strategy.
• Marketing managers and strategic planners responsible for budgeting and overseeing the allocation of marketing resources to maximize ROI.
• Consultants who advise organizations on marketing strategies and must incorporate advanced analytical tools like MMM into their recommendations.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, improving marketing ROI, enhancing data-driven decision making, and implementing innovative marketing strategies.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to measure the impact of different marketing activities on sales and brand equity.
• To identify best practices for integrating insights into marketing strategy.

This workshop helps attendees improve marketing ROI by teaching them:

• To apply the key drivers of marketing ROI to enhance strategies.
• How to allocate marketing budgets more effectively.

This workshop helps attendees enhance data-driven decisions by teaching them:

• To evaluate the contributions of different marketing channels to overall performance.
• To interpret data to make informed strategic decisions.
• To gain faster stakeholder buy-in by improving communication of marketing investment value.

This workshop helps attendees improve marketing strategy by teaching them:

• To design and implement innovative marketing strategies based on MMM findings.
• To formulate new approaches to integrate MMM insights into overall marketing strategy.

This workshop is ideal for groups of 25 people or less. For groups larger than 25, some pre-work will be required to supplement the learning outcomes.

Download the full agenda here