Marketing Mix Modeling Cycle overview

Executes marketing mix modeling analyses to quantify channel effectiveness at the aggregate level — preparing input data spanning media spend, impressions, pricing, seasonality, and macroeconomic factors, running regression models to decompose revenue drivers, estimating saturation curves and adstock decay rates per channel, simulating budget reallocation scenarios to maximize predicted outcomes, validating model outputs against known business events, and presenting recommendations to leadership for budget planning. Produces MMM model outputs, scenario simulation reports, and channel saturation analyses. Excludes real-time campaign optimization and attribution modeling.