Marketing measurement, made practical

Understand what drives results.
Decide what to do next.

Marketing mix modelling connects channel activity, business conditions and outcomes. Learn what a model can tell you, which assumptions to challenge and how to use it in a budget conversation.

Start with the learning hub → Explore the course

Build the judgement behind the model.

A useful model starts with a decision and a consistent dataset. Work through the measurement question, inspect the response assumptions and compare the result with experimental evidence before recommending a change.

A useful model starts with a consistent outcome and a decision it can inform. The marketing mix modelling learning path connects this idea to the assumptions, practical checks and next steps.

Work through the what is marketing mix modeling guide to check how the method behaves before applying it.

To work through the connected decisions, read B2B MMM: model pipeline without confusing sales-cycle lag and Ecommerce MMM: separate promotions, media and returns.

Choose the question you want to answer

Learning path Marketing mix modelling Choose a measurement question, audit your data and learn how an MMM turns channel activity into a budget decision. Learning path Incrementality and experiments Design holdouts and geo tests, understand statistical power and use experiments to challenge attribution and calibrate MMM. Learning path How marketing mix models work Explore adstock, saturation, baselines and confounding with visual explanations and interactive model mechanics. Learning path Marketing budget decisions Compare marginal returns, contribution margins and bounded scenarios before moving marketing budget. Learning path MMM tools, code and platforms Choose between R, Python, spreadsheets and managed MMM platforms, with tutorials, datasets and validation checkpoints.

Learn by changing the inputs

Explore adstock and carryover, compare saturation curves, or investigate budget allocation. Each guide connects the method to a decision you can practise.

For code, templates and datasets, browse the complete MMM library. You can also run a Python exercise on the homepage without installing anything.

Turn understanding into practice

Your next step: make a better marketing decision.

Work through realistic business problems with guided lessons, practical templates and simulations.

Choose your learning plan Explore the MMM course See the curriculum before choosing a plan.