Marketing Mix Modeling with Excel - Analytics Course

Name: Marketing Mix Modeling with Excel - Analytics Course
Rating: 4.2 (223 reviews)

Marketing Mix Modeling with Excel: Learn the Science behind Advertising Investment

Created byGabriele Franco

Last updated 3/2022

English

What you'll learn

Learn what Marketing Mix Modeling (MMM) are
How to explore Marketing Data
How to deploy a Learning Algorithm on EXCEL
Diminishing Return with Excel: How much can I spend before CPA increases?
Adstock with Excel: What's the lagged effect of your ads?

Course content

1 section • 6 lectures • 1h 23m total length

Ep. 1 Marketing Mix Modeling: Science behind Marketing Investment26:07
In this first lesson we'll introduce you:

What's Marketing Mix Modeling
Multitouch Attribution VS Marketing Mix Modeling
What are they used for
What's the process, how does it work
How should you structure your data to work with Marketing Mix Modeling
What's Adstock
What's Diminishing Return
Different types of Learning Algorithms
What you can do and find out with Marketing Mix Modeling
Ep. 2 Marketing Mix Modeling: Marketing Data Exploration9:48
Once all your marketing data necessary for the project has been collected, the data control phase begins. The exploration, the creation of graphs and the analysis of each data is an essential step for understanding the project that we are going to analyze.

Learn about some of the important univariate and multivariate statistics, as well as exploration techniques that help you build modeling hypotheses.
Ep. 3 Marketing Mix Modeling: Learning algorithm with Excel11:13
The fundamental output of a Marketing Mix Modeling project is based on the Model.

During the modeling phase, the analytics team must delve into the statistical details and specifications to ensure that the overall model is robust and ready to be shared with stakeholders.
Learn how to evaluate your model through statistical model evaluation criteria and how to use regression analysis. 1) Introduction to the learning algorithm on excel:
a) What is a multivariate linear regression
b) Overall evaluation of the model
Ep 4: Marketing Mix Modeling: Diminishing Returns and Adstock transformations17:16
Ep 4.1: Marketing Mix Modeling: How to display Dim. Returns and AdSock Graphs11:03
Ep. 5 Marketing Mix Modeling: How to Create a Scenario Simulator on Excel8:23

Requirements

Course will teach how to create Marketing Mix Modeling with Excel
Students should know and be familiar with Excel or Google Spreadsheet

Description

I present to you the first Masterclass on Marketing Mix Modeling on Excel.

The science behind advertising investment.

Within the Masterclass you will discover:

- Ep 1: What are MMMs and how to exploit them to generate business growth

- Ep2: How to explore marketing data and deduce analysis hypotheses

- Ep3: How to use a learning algorithm on your data with EXCEL

- Ep4: How to simulate Diminishing Returns and AdStocks EXCEL

- Ep 5: How to create a predictive simulator on excel

- Ep 6: How to create an automatic advertising budget allocator with Excel.

This methodology has not been effected by cookie's restrictions and IOS14, for this reason MMM has becoming one of the most adopted methodology for Marketing Analytics in 2022.

The course has been designed to be extremely practical, and above all, suitable for beginners.

I chose excel, because it is a very powerful tool, usable by everyone.

I created it with the idea of sharing everything I wanted to know when I started this path of analysis.

Everything will be FREE and public

For the moment I have created the first 5 lessons.

If you like this format, I will continue to share the entire Marsterclass.

This masterclass has already helped 100 students to implement marketing mix modeling inside their organization

Who this course is for:

Learn the foundation of Marketing Mix Modeling, Adstock and Diminishing Return using statistical modeling with Excel. Find out the correlation between each variable or channel and your sales