Marketing Science Bootcamp: MMM, Attribution & Incrementality
Gui Diaz-Berrio
Marketing Analytics Author & Consultant
Move from basic metrics to data-driven marketing decisions with proven models
Ready to move beyond basic attribution models and last-click analytics? This intensive 4-week course teaches you to build and implement three essential marketing measurement frameworks: Media Mix Modeling (MMM), Multi-Touch Attribution, and Incrementality Testing.
You'll learn to:
- Build a complete Media Mix Model using Google Merdian to optimize your channel mix
- Create robust incrementality tests to measure true marketing impact
- Learn how to conduct proper calibration with Geo Experiments and Lift Studies
This is not just theory - you'll work with real data and Python implementations. Through hands-on projects and live workshops, you'll develop practical skills you can immediately apply to:
- Make data-driven budget allocation decisions
- Prove marketing ROI to stakeholders
- Understand the true impact of each marketing channel
- Build measurement frameworks that drive business growth
Perfect for Marketing Data Analysts and Data Scientists who want to go beyond basic metrics and build sophisticated measurement systems that drive decisions. By the end of this course, you'll have working models and frameworks you can adapt to your organization's needs.
What you’ll learn
Master marketing measurement with Python: Build MMM, attribution & incrementality frameworks to optimize spend and prove marketing ROI
Build and deploy a complete media mix model using Google Meridian.
Handle real campaign data, implement adstock and saturation effects, and create actionable budget recommendations with confidence intervals
Learn how to design well-powered tests to validate marketing channels
Understand how to interpret results and how to use them to calibrate an MMM
Understand how to use MMM outputs to rescale and calibrate your Attribution data
Learn how to triangulate between MMM, Experiments, and Attribution
Learn directly from Gui
Gui Diaz-Berrio
Marketing Analytics Author & Leader, built measurement systems at global firms
Who this course is for
Analytics Managers who need to optimize channel spend and prove ROI to stakeholders, ready to implement data-driven measurement systems
Data Analysts struggling with accurate channel attribution who want to build robust testing frameworks and optimize marketing spend
Data Scientists who want to move beyond basic attribution and need technical skills to build and implement advanced measurement models
Prerequisites
Working knowledge of Python
It will be useful to follow along and work on practical examples using your data
Fundamental knowledge of basic statistics
The course gives some fundamentals, but it is important to have an introductory knowledge of statistics
What's included
Live sessions
Learn directly from Gui Diaz-Berrio in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
8 live sessions • 29 lessons • 6 projects
Week 1
Module 1: Statistics Fundamentals
Module 2: MMM Foundations
Module 3: Advanced issues when building your MMM
Mar
3
Session 1
Mar
5
Session 2
Free resource
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Marketing Measurement: MMM, Attribution & Incrementality
COMPARE & CONTRAST
Understand the unique strengths, limitations, and best use cases for each of the three measurement approaches
CHOOSE THE RIGHT METHOD
Learn when to apply each measurement method based on your marketing objectives and available data
BUILD AN INTEGRATED FRAMEWORK
Discover how to combine all three approaches to create a comprehensive measurement strategy
Schedule
Live sessions
4-6 hrs / week
Practical Workshops to work on your own data
Tue, Mar 3
5:30 PM—7:30 PM (UTC)
Thu, Mar 5
5:30 PM—7:30 PM (UTC)
Tue, Mar 10
5:30 PM—7:30 PM (UTC)
Projects
2 hrs / week
Async content
2-6 hrs / week
Fundamental Theory and Building Blocks to be able to advance to practice
Frequently asked questions
$1,200
USD