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Understanding Marketing Mix Models

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The Spoke Club

600 King Street West

Toronto, ON M5V 1M3

Canada

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Half the money I spend on advertising is wasted, the trouble is I don't know which half.
- John Wanamaker, US department store merchant (1838-1922)


It's an age old problem, but there is hope. Marketing Mix Modeling ("MMM") can go a long way to answering this question. Using mathematical techniques, MMM provides insights into the contributions made by each element of the advertising campaign to an advertiser's sales.


If done well, MMM can provide excellent quantitative information on the overall performance of campaigns, and the lift provided by individual component. The process is not trivial, but the result is certainly worth the commitment.


Understanding Marketing Mix Models is the second in the series of BRC's Marketing Effectiveness Measurement Series that looks to break down the myths and truths of the latest attribution techniques.

Our guest speakers for this session are:

  • Rob Young, of PHD, whose topics will include the history of MMM to the present, and the various current approaches to MMM;
  • Joshua Kowal, SVP Consulting Services, of Nielsen Chicago; Joshua will discuss his work with clients on Marketing Mix Modelling

Time

9:00 am - registration

9:30 am - 10:30 am - presentation


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Location

The Spoke Club

600 King Street West

Toronto, ON M5V 1M3

Canada

View Map

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