Marketing Mix Modeling: The Science of Smarter Spend

Marketing (or Media) Mix Modeling, or MMM, is a statistical tool for understanding the effectiveness of marketing spend on important performance indicators like revenue, or conversions without requiring customer level data. At its heart, MMM is a causal problem which requires both subject matter expertise as well as careful validation of the model. We’ll discuss MMM in general (thinking about causal problems) and some of the common concepts in MMM (like ad stock, saturation, and lift tests), and how to provide evidence for your model that lets stakeholders use it make confident decisions.

Meeting Location:
We'll be meeting at the Keck Center @ Chapman University room N107/N109. The space has a 40-person limit - If you RSVP but are unable to attend, please update your RSVP promptly to accommodate others interested in attending. If you show up prior to 6:30pm, please note that the doors to the facility may be locked.

Meeting Time:
We meet at 6:30pm to eat and socialize and presentations starts at 7pm.

Food:
Food and beverages will be catered by SoCal RUG for this event.

Parking:
The best parking option will be the Anderson Parking Structure conveniently next to the Chapman's Keck Center. From the entrance of the Anderson Parking Structure, navigate to the elevator on the far side of the parking structure. Take the elevator to the 1st floor, and you'll find yourself in an outdoor atrium. As you’re exiting the elevator, turn left through the glass doors into Swenson Hall. Continue down the hallway past the MakerSpace and the Ideation Zone (rooms N107/109) will be on your left. While street parking is an option, it may require a valid Chapman parking pass depending on the street you're on - Please pay attention to street signage and see everyone tonight!

Legal Disclaimer:
The advice and/or information provided at this event is not endorsed by nor should it be construed as educational/legal advice from Chapman University.