EVENT

A two-day workshop on Demystifying Marketing Mix Modeling will be held in New York City on March 19^th and 20^th. Produced by the Institute for Marketing Productivity, in affiliation with the NYU Stern Center for Measurable Marketing, the program offers CMO Council members and their staff an intensive immersion course that will help participants:

  - Explore the foundations of marketing analytics in business planning

  - Understand modeling methods and their underlying assumptions

  - Provide a thorough grounding on how to apply marketing mix models

  - Determine what can be measured and what data is required

  - Discover the capabilities of marketing mix models along with their limitations

  - Embrace best practices for modeling paid, owned, and earned media tactics

  - Manage marketing mix modeling projects effectively & efficiently from start to finish

The course will be instructed in the inverted classroom style which requires beforehand preparation. Short online videos (3-5 mins per topic) are provided in advance to introduce each concept to be covered in interactive discussions. Course time is a mix of instruction and workshop, with a hands-on component that focuses on engagement, deepening your understanding, and mastery of concepts.

“Mapping + Modeling the Marketing Mix” is a time-consuming and demanding yearly exercise for senior marketers that has become more complex, demanding and geographically distributed across the organization. CMO Council members are challenged to address the many deficiencies, inadequacies, and inefficiencies in the annual marketing planning, forecasting and mix modeling process.

We believe the traditional marketing planning process is turning into a sustained, on-demand exercise to improve business agility and responsiveness to competitive challenges, market dynamics, and ever-changing sales support, business acquisition and customer engagement requirements across product lines, business divisions and geographic units globally.

Critical to this is better decision support based on more timely access to insightful, reliable, accurate, and integrated customer data, transactional information and market intelligence. The Institute for Marketing Productivity is offering this hands-on workshop to help marketing, finance, and sales professionals learn how to solve today’s challenges with state-of-the-science analytics.

Instructors are drawn from leading academic institutions and the private sector with experiences at The Coca-Cola Company, Information Resources, Accenture, General Foods, Arbitron, Kraft, Johnson & Johnson, General Motors, McDonald’s, LL Bean, Dell, General Mills, and JC Penney.

For registration, 10 percent discount (checkout code “CMOCOUNCIL”) and more information, please visit: Demystifying Marketing Mix Modeling.