Demystifying MMM: What Every Marketer Needs to Know About How Marketing Mix Modeling Actually Works
with Evan Hannscott
About the Event
Marketing Mix Modeling (MMM) is everywhere right now—especially in vendor decks promising silver bullets. But what does it actually do? And is it realistic for your org? This session cuts through the hype. Evan Hannscott, Head of Data Science, will offer a layman’s explanation of this complex concept to help every non–data scientist understand what’s really under the hood of MMM and when it’s worth your time
In the fourth episode of Season 2 on Hitchhiker’s Guide to Marketing Analytics, we’re joined by Evan Hannscott, our MMM SME. Evan breaks down Marketing Mix Modeling, explains how it’s different from Media Mix Modeling, covers the history, and most importantly, what you need to know about MMM in order to know if it’s right for you today.
