Online-Lecture: Marketing Mix Modeling: How Data Science Helps Improve the Effectiveness of Business Marketing Activities

In modern marketing, data-driven decision-making is critical, as businesses now, more than ever, need effective solutions and informed answers to questions about how to best allocate marketing budgets, which channels are yielding the highest return, and what the impact of future campaigns will be. Marketing Mix Modeling (MMM) is an approach that allows you to analyze the impact of different marketing channels on sales or other business KPIs using Data Science methods. In this lecture, we will look at how companies can use MMM to improve the effectiveness of their marketing strategies, optimize costs, and increase profits.

EBA Management Development Centre team together with Yana Fareniuk invite you to participate in the Online-Lecture: Marketing Mix Modeling: How Data Science Helps Improve the Effectiveness of Business Marketing Activities. 

Speaker: Yana Fareniuk, Doctor of Philosophy in Economics. Leading specialist in data analysis, machine learning and Data Science, marketing research. Lecturer at Taras Shevchenko National University of Kyiv, American University Kyiv, Institute of Postgraduate Education. Head of MADLAB — an analytical unit of RAZOM GROUP, which creates data-based solutions, and also develops products and services directly for clients’ needs to provide comprehensive business support and optimize their marketing activities. Has 10 years of experience in Data Science, 8 of which in the field of media and marketing. Has implemented more than 100 successful projects in mathematical modeling and machine learning for Ukrainian and international clients in key market categories, namely: pharmaceutical industry, offline and online retail, FMCG, telecom, finance and e-commerce. 

Questions for discussion: 

• What is Marketing Mix Modeling (MMM)?
• How can MMM be useful for business?
• What problems and tasks does MMM solve in marketing?
• Features of MMM application (process, factors, model development).
• Real examples of successful MMM implementation and results of various companies after using the models.
• Challenges and limitations.
• Recommendations for using MMM.

Registration is obligatory. To become a participant, please, click the “Register” button. Only the users of the EBA site can register at the event. Should you have any questions, please, write at [email protected] or call (044) 496-06-01. 

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