On the podcast today I am joined by Mark Tovbis from Mutinex and we are going to talk about Marketing Mix Modeling. Some of the questions we discussed include the following:
- What is marketing mix modelling and how might it have changed from when marketers first came across the idea?
- What key data sources should I use for my modelling?
- What are the challenges involved in collecting data and what best practices would you advise?
- Is it only for performance marketing or is it relevant for branding measurement too?
- What are the current and future challenges of marketing attribution and what role can MMM play?
- What are some of the challenges companies have in implementing MMM
If you want to connect with Mark or find out more about Markering Mix Modeling or Mutinex see the links below:
LinkedIn: https://www.linkedin.com/in/mtovbis/
Website: https://mutinex.co/