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What is Marketing Mix Modeling? A Complete Guide

A comprehensive introduction to Marketing Mix Modeling (MMM) — what it is, how it works, when to use it, and how it differs from attribution. Written for practitioners and decision-makers.

Cyril NoirotJanuary 12, 20258 min read
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Cyril Noirot

Analytics consultant specializing in marketing science, forecasting, and strategic data solutions. Passionate about bridging the gap between advanced analytics and business impact.

Marketing Science

Practical optimizer scenarios in MMM: A step-by-step guide

Walk through real-world MMM optimization scenarios using Mixed Integer Programming. See how to discretize response curves, formulate constraints, and solve practical reallocation problems with actual numbers.

Aug 2116 min