Marketing Mix Modelling Step-by-Step — Part 2: Getting Business Value From Your Model

Morten Hegewald
Nov 5 · 5 min read

In part 1 of this walkthrough we went over the basic building blocks to creating your own successful marketing mix model (MMM). But what makes your MMM successful? You can iterate on the model until the end of time and end up with a model that’s able to perfectly describe reality, but that doesn’t necessarily translate to a successful model.

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Morten Hegewald

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