Cohort - March

Data Analyst

Viviana Rojas

Go from understanding marketing measurement to running it at work — with AI-powered tools you keep forever.

Marketing Analytics Leader & Author

BMW Group

Just Eat Takeaway.com

Kindred

@Packtpub

Gui Diaz-Berrio

Led measurement for €100M+ in ad spend at Kindred Group & Just Eat Takeaway

Marketing Science Bootcamp: MMM, Attribution & Incrementality

Just-Eat.co.uk

FDJ UNITED

<h3>Why I enrolled</h3>
<p class="p2-tall"></p><ol class="list-decimal ml-8"><li><p class="p2-tall">Gain a deeper and more practical understanding of MMM, so I can confidently interpret results and discuss implications with internal teams and stakeholders.</p></li><li><p class="p2-tall">Strengthen my knowledge of incrementality and experimentation to better evaluate performance and support data-driven investment decisions.</p></li><li><p class="p2-tall">Clarify how MMM, attribution, and testing fit together, and develop a clearer framework for making measurement-based business recommendations.</p></li></ol><p class="p2-tall"></p>
<p></p>

<p></p>
<h3>What I’ll apply</h3>
<p class="p2-tall">I’m excited to apply a more structured approach to marketing measurement by combining MMM, experimentation, and attribution, and to better think about incrementality and model limitations when making decisions. I’m especially interested in using experiments to calibrate MMM and make more informed budget allocation decisions.</p>
<p></p>

Certificate

Learn more about this course