Marketing Mix Modeling (MMM) with Posit

Building transparent, data-driven pipelines to optimize marketing spend and drive strategic growth
Play video Strategic Budget Optimization through Marketing Mix Modeling (MMM)

Table of Contents

  1. Introduction to Modern MMM
  2. The Posit Toolchain for MMM
  3. Data Pipeline Automation
  4. EDA & Data Quality Validation
  5. Advanced Modeling Techniques
  6. Deploying Interactive Insights
  7. Modern MMM Best Practice
Share

Introduction to Modern MMM

Unbaking the cake: Using analytical techniques to estimate the impact of marketing tactics on KPIs

 

The Posit Toolchain for MMM

Leveraging a code-first approach to develop reproducible, transparent, and defensible models

 

Data Pipeline Automation

Connecting to diverse sources and automating cleaning scripts via Posit Connect

 

EDA & Data Quality Validation

Stress-testing assumptions and using the pointblank package to ensure high-quality inputs

 

Advanced Modeling Techniques

Fitting Bayesian and linear regression models with carryover and diminishing return transformations

 

Deploying Interactive Insights

Using Shiny and Quarto to present results and run real-time "what-if" budget scenarios

 

Modern MMM Best Practice

Earning stakeholder trust by balancing speed, stability, and data-backed strategy

 

Save your seat for our monthly demo series

We host these Workflow Demos the last Wednesday of every month, and you can add them to your calendar with this link.