What does the future of MMM (Marketing Mix modelling) look like? Good career to specialise in? I’m worried I’m putting all my eggs in one basket

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I agree with the above comment - try to pivot to marketing or media analytics.

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Using marketing or media data to inform marketing decisions. Measure the effectiveness of campaigns, marketing tactics, etc.

Try to get experience with different types of marketing data, different channels, more exposure to raw data.

I would try to focus more broadly on marketing measurement & analytics vs. specifically MMM

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Thanks so much for replying! could you give examples please? Do you know if there roles out there which allow for both MMM and other marketing measurements ?

Are you building the models ? Analyzing the data out of them ?

Not actively building them but working with a modeller to suggest changes and give feedback. Then I take final results, build a deck and present to client

I feel like if you get good at MMM, then you can do any kind of marketing analytics.

MMM has too much competition these days. It’s commoditized

It’s actually the opposite. MMM is not an outcome, vs a framework to assess what’s working and what’s not. And that’s it. Advise on how you can improve is advisory on media

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🔑 This is an excellent conversation for Black people determined to succeed in non-diverse environments!

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