The Evolution of Marketing Mix Modeling: A Holistic Approach to Business Analytics

This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association. 

All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.  

In this webinar we will discuss:  

Marketing Mix Modeling (MMM) has transformed from a static, backward-looking tool into a dynamic, always-on system that leverages a unified framework to answer critical business questions. Modern MMM goes beyond marketing performance, delivering a full commercial view by integrating key business drivers and enabling strategic decisions across the organization. Join Ipsos MMA SVP, Brian Lange, who shares the industry’s journey of reimagining measurement to unlock deeper insights and drive growth.

Learning outcomes  

• Discover how modern MMM combines machine learning and business driver analysis to deliver a comprehensive commercial view. 

• Learn how today’s MMM answers strategic questions across marketing, sales, and operations in a privacy-safe manner. 

• Gain insights on how a brand evolved their analytics approach enabled smarter, faster decision-making and business-wide impact. 

Presenter: