Practical courses for data scientists and marketers. From building models from scratch to acting on results.
Delivered in-person or remotely, tailored to your team
Hands-on technical course covering the full MMM lifecycle, from raw data to deployed model. Topics include data preparation, feature engineering, Bayesian model construction in Python and R, adstock and saturation transformations, model validation, and communicating results.
Data scientists and analysts who want to build and maintain MMMs in-house. Participants should be comfortable with Python or R. No prior MMM experience required.
The ability to build production-ready MMM pipelines, validate outputs with incrementality tests, and produce actionable budget recommendations from model results.
A comprehensive introduction to the marketing measurement landscape. Covers the main techniques: multi-touch attribution, marketing mix modelling, and lift tests. Comparing their strengths and limitations, and surveying the leading tools and platforms available today.
Marketing managers, strategists, and analysts who want to understand the measurement landscape, evaluate different approaches, and make informed decisions about tools and methodology. No technical background required.
A clear framework for choosing the right measurement approach, working knowledge of leading solutions (Google Analytics, Meridian, PyMC-Marketing), and confidence to lead measurement strategy conversations.
Focused on getting more value from measurement that is already in place. Covers how to translate model outputs into budget decisions, what good optimisation tooling looks like, how to use scenario planning tools effectively, and how to build a culture of measurement-led decision making.
Teams that already have some measurement in place: MMM, attribution, or lift tests, but want to act on results more effectively. Suitable for both technical practitioners and marketing decision-makers.
Practical frameworks for turning measurement results into media plans, skills to evaluate and use scenario planning tools, and techniques for communicating measurement insights to stakeholders.
Interested in a course for your team?
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