Marketing Mix Modeling Essentials (Burst Virtual)

A Practical Guide to Using MMM for Data-Driven Decisions
(Burst Virtual Workshop — 2 Hours)

Virtual Workshop Description
Marketing Mix Modeling (MMM) is one of the most powerful tools for understanding the impact of marketing activities on sales and ROI. Yet many marketers still see it as overly technical or the exclusive domain of data scientists. This online workshop changes that.

In this workshop, you'll learn the essential building blocks of MMM and discover how to translate data into clear, actionable insights that guide smarter decision-making. Rather than diving into complex coding or advanced statistical techniques, we focus on practical frameworks, real-world examples, and interactive exercises that give you confidence in applying MMM principles to your day-to-day marketing challenges. Along the way, we'll also highlight how AI is streamlining parts of the MMM process, making it easier for marketers to handle more data, test more scenarios, and communicate insights more effectively.

By the end of the workshop, you'll be able to:

• Recognize which marketing activities have the greatest impact.
• Understand how to evaluate ROI across channels and tactics.
• See how data can inform pricing and promotional strategies.
• Communicate MMM insights effectively to colleagues and stakeholders, including where AI can enhance the story.

Designed specifically for marketers who want to build a solid, non-technical foundation, this workshop equips you with the knowledge and tools to collaborate more effectively with analytics teams, understand where AI can add value, and champion data-driven decisions inside your organization.

Note: This workshop uses an online visual collaboration space for the group exercise. For best experience, participants are encouraged to ensure their company permissions will allow access to www.padlet.com.

Who Is this Workshop for?
This virtual workshop is designed for marketers who want a clear, practical introduction to Marketing Mix Modeling without going into technical detail. It's especially valuable for:

• Brand and product managers who want to understand how marketing activities influence performance and gain the confidence to discuss data-driven insights with stakeholders.
• Marketing managers and planners who need a practical framework for interpreting ROI across channels and making smarter budget recommendations.
• Consultants and advisors who want to stay current with MMM and AI-enhanced approaches, so they can translate complex analyses into accessible guidance for clients.
• Early-career or non-technical marketers curious about how MMM and AI can make everyday decisions more data-driven.

Virtual Workshop Benefits
The benefits of attending this virtual workshop align with four key drivers of growth: building marketing effectiveness, strengthening marketing ROI, enhancing data-driven decision making, and preparing for innovative marketing strategies.

This workshop helps attendees improve marketing effectiveness by teaching them:

• The fundamentals of how different marketing activities influence sales and brand outcomes.
• Practical ways to integrate MMM insights into everyday marketing decisions.

This workshop helps attendees strengthen marketing ROI by teaching them:

• The essential levers that drive ROI across different channels.
• How to interpret ROI results to support smarter budget conversations.

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

• How to connect available data sources to MMM frameworks.
• How to interpret MMM outputs in plain language to inform strategic choices.
• How to communicate the value of marketing investments to secure faster stakeholder buy-in.

This workshop helps attendees prepare for innovative marketing strategies by teaching them:

• How AI is making MMM faster, more flexible, and more accessible for marketers.
• New approaches to applying MMM insights in planning and promotional strategies.

Download Full Agenda Here