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Agentic MMM is Here:

The Full Marketing Mix Modeling Workflow, Driven by AI

 

On-demand webinar
What you'll learn

How Claude, ChatGPT, and MMM Labs' native AI Assistant turn natural language into full analytical workflows — live demo included.

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Why you should watch this webinar

What if your MMM was agentic, from data preparation to model building to results?

In this session, a single prompt inside your AI assistant pulls a comparison across multiple modeling engines and a marginal ROI breakdown by market and channel, directly from your models in MMM Labs. We'll show it live and show where it fails, and why that matters as much as where it works. 

What this webinar covers

MMM Labs now connects directly to any AI assistant that supports MCP, the Model Context Protocol that lets AI tools call external platforms. Claude, ChatGPT, and any other MCP-compatible assistant can now run multi-step analytical tasks across your MMM models: check data readiness, build and compare models across engines, evaluate results, run scenario planning, and generate a shareable output, without switching tools.

We'll demonstrate this through a single end-to-end workflow, from data preparation and automated exploratory analysis, through multi-engine model building and evaluation, to scenario planning and actionable recommendations. We'll also address the accuracy question directly: what guardrails exist, where the system standardizes outputs to prevent errors, and where human judgment remains in the loop.

Speakers

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Prof. Dr. Koen Pauwels

Guest Speaker


Prof. Dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University and one of the world's leading authorities on marketing effectiveness, shares his perspective on the future of marketing analytics — where the field is heading, and what AI changes about the relationship between modeling and decision-making.

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Brian Cusick

President US Business Unit


Based in Chicago, Brian leads the ScanmarQED operation in North America.Having cultivated a solid background in analytics during his tenure at Nielsen and further refining his expertise at leading companies like Kraft and PepsiCo, Brian has emerged as a genuine authority in the realm of data-driven strategic planning.

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Gabriel Mohanna

Founder MMM Labs


Gabriel combines deep expertise as a Marketing Data Scientist and Product Manager, with experience at Amazon and Google. Skilled in R and Python, Gabriel has a robust understanding of algorithms and a proven track record in managing and growing teams. Previously, Gabriel led a consulting team of 300+ data scientists, product managers, analysts, and engineers, delivering top-tier marketing measurement and optimization solutions.

What you will learn

  • What Agentic MMM is and what changes when your AI assistant can run multi-step analytical workflows across your models directly
  • How automated data readiness checks and exploratory analysis reduce the risk of building on bad inputs
  • How to identify a model with a broken fit before it reaches a stakeholder
  • How to run a cross-engine comparison, drill into marginal ROI by market and channel, and generate scenario plans, from a single prompt
  • Where the accuracy guardrails are, and where human judgment stays in the loop

Ideal for:



  • Marketing analytics and data science leads running MMM in-house
  • Agency measurement teams managing MMM across multiple client accounts
  • Anyone already using MMM Labs who wants to add an AI access layer to their workflow
  • Teams evaluating multi-engine MMM for the first time

Frequently Asked Questions

Any AI assistant that supports MCP — the Model Context Protocol — can connect to MMM Labs. Claude and ChatGPT are current examples, but the connector is not platform-specific.

No. All three modes — the frontend, the AI Assistant, and the MCP connector — read from and write to the same backend. The results are identical; only the interface differs.

The same permissions as your user account. The connector cannot perform actions your role does not allow in the frontend.

Both are available in settings. Use Opus 4 for complex reasoning tasks; use Sonnet for speed. The MMM Labs tools available are identical regardless of which model you select.

[Confirm with product team before publishing — access/rollout status to be filled in here.]

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