Marketing Mix Modeling is going Multi-Engine — Introducing MMM Labs
On-demand Webinar
Watch our webinarwith leaders from ScanmarQED and MMM Labs, and Professor Koen Pauwels, for a clear discussion on multi-engine MMM and what it means for the future of marketing effectiveness.
Why you should watch this webinar
In this webinar, we will introduce the concept of multi-engine MMM and MMM Labs – the newest addition to ScanmarQED. You will see how MMM has evolved into today’s fragmented market and why this shift makes decisions around ownership, methodology, and integration more complex. You will gain a clear understanding of what a multi-engine approach involves and how it could shape the future of your MMM capability, particularly in terms of governance, flexibility, and long-term sustainability.
This session focuses on multi-engine MMM. You’ll learn how it differs from single-method approaches and what it changes in terms of flexibility, governance, integration, and sustainability. If you manage marketing effectiveness, analytics, or data strategy, this discussion will give you a practical framework for evaluating your options.
What you will learn
What multi-engine MMM is (and introduction to MMM Labs)
How MMM evolved from a specialist econometric practice to today’s competitive platform landscape
The realities behind vendor positioning: services-led, SaaS-led, open-source, and in-house approaches
How a multi-engine approach changes flexibility, governance, and integration
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