Welcome to IAB Foundations of market mix modelling

The course provides an understanding of the fundamentals of market mix modelling, including the foundations of the methodology, when you should use it, how it works, what is driving increased usage, and how the technique is evolving.

Course curriculum

  • 1

    01. Course introduction

    • 01. welcome to foundations of market mix modelling

    • 01. course introduction video

    • 01. Navigating the course

    • 01. tell us why you are taking this course

    • 01. course resources
  • 2

    02. fundamentals of market mix modelling

    • 02. fundamentals of market mix modelling

    • 02. the fundamentals of market mix modelling video
  • 3

    03. evolution of market mix modelling

    • 03. evolution of market mix modelling
  • 4

    04. market mix modelling in practice

    • 04. introduction to market mix modelling in practice

    • 04. Paul Sinkinson: It's worse than you think (attribution)

    • 04. Paul Sinkinson: driving omnichannel

    • 04. Henry Innis: MROI shocks (reacting to a recession)

    • 04. Henry Innis: measuring macro-economic impact

    • 04. Andy Ford: Taking a creative approach
  • 5

    05. Check your knowledge

    • 05. check your knowledge

    • 05. market mix modelling quiz
  • 6

    Where to next

    • End of course survey

    • Keep your study journey going!