Marketing Mix modeling with Excel - Science behind Advertising Investments

person icon Gabriele - Cassandra MMM

Marketing Mix modeling with Excel - Science behind Advertising Investments

A better way of Marketing analytics for a cookie-less world

updated on icon Updated on Oct, 2023

language icon Language - English

person icon Gabriele - Cassandra MMM

architecture icon Business,Data Science,Excel

Lectures -7

Duration -1.5 hours


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Course Description

I present to you the first Masterclass on Marketing Mix Modeling on Excel.

The science behind advertising investment.

Within the Masterclass you will discover:

  1. Ep 1: What are MMMs and how to exploit them to generate business growth
  2. Ep2: How to explore marketing data and deduce analysis hypotheses
  3. Ep3: How to use a learning algorithm on your data with EXCEL
  4. Ep4: How to transform media into Diminishing Returns and AdStocks EXCEL
  5. Ep 4.1 How to show diminishing returns and adstocks graphs
  6. Ep 5: How to create a predictive simulator on excel
  7. Ep 6: How to create an automatic advertising budget allocator with Excel.

This methodology has not been effected by cookie's restrictions and IOS14, for this reason MMM has becoming one of the most adopted methodology for Marketing Analytics in 2022.

The course has been designed to be extremely practical, and above all, suitable for beginners.

I chose excel, because it is a very powerful tool, usable by everyone.

I created it with the idea of sharing everything I wanted to know when I started this path of analysis.

For the moment I have created the first 6 lessons.

If you like this format, ask me what you want to know more and I'll add new content over time 

This masterclass has already helped 100 students to implement marketing mix modeling inside their organization


What will you learn in this course:

  • Learn what Marketing Mix Modeling (MMM) are and how they can help your organization grow
  • How to explore Marketing Data
  • How to deploy a Learning Algorithm on EXCEL
  • Diminishing Return with Excel: How much can I spend before CPA increases?
  • Adstock with Excel: What's the lagged effect of your ads?
  • Scientific budget allocation: how to create a model that suggests to you how to allocate budget to decrease CPO


What are the prerequisites for this course?

  • In this course you will need a basic understanding of Excel or Google Sheet and have worked in marketing so you can understand marketing data.
Marketing Mix modeling with Excel - Science behind Advertising Investments


Check out the detailed breakdown of what’s inside the course

Marketing Mix Modeling Using Excel: The Science Behind Advertising Investments
7 Lectures
  • play icon Ep. 1 Marketing Mix Modeling: Science behind Marketing Investment 26:02 26:02
  • play icon Ep. 2 Marketing Mix Modeling: Marketing Data Exploration 09:48 09:48
  • play icon Ep. 3 Marketing Mix Modeling: Learning algorithm with Excel 11:13 11:13
  • play icon Ep 4: Marketing Mix Modeling: Diminishing Returns and Adstock transformations 17:16 17:16
  • play icon Ep 4.1: Marketing Mix Modeling: How to display Dim. Returns and AdSock Graphs 11:03 11:03
  • play icon Ep. 5 Marketing Mix Modeling: How to Create a Scenario Simulator on Excel 08:23 08:23
  • play icon Ep. 6 - Marketing Mix modeling: How to Minimize Cost Per Order using Excel Solver 07:42 07:42

Instructor Details

Gabriele - Cassandra MMM

Gabriele - Cassandra MMM

Marketing Mix Modeling & Marketing Science for everyone

Thank you for taking your time to read my Bio.

I am the founder of Cassandra and Hybrida

Cassandra is a Saas that uses AI to predict how much to spend on each marketing channel to maximize ROI

A technological service that allows you to have control over all your data under a single dashboard, and thanks to AI you can unlock predictive information on the allocation of the investment to maximize the return.

The first customers who apply Cassandra have obtained a 29% increase in profit in the first 3 months of activity.

Hybrida: is a growth agency for Direct to Consumer Brands.

Thanks to a Data Driven method of continuous experimentation, and the use of Cassandra we have contributed to the growth of:

- Bialetti Peru: 2x Turnover compared to 2020

- Glimmed: from 2500 € / month to 40.000 € / month

- Ecom luxury clothing: from € 0 to € 25,000 / month

- SkinCare brand on Amazon: from € 0 to € 100,000 / month

- eComm wallets: from 0 to 36,000 € / month

- Discoclock: + 27% on turnover

- Aurora Fellows: from a CAC of € 50 to € 6 in a month

// Since 2016 I have been involved in online marketing.

// In 2018 I became the marketing manager of some events of Elettra Lamborghini, Alberto Urso, Cristina D'Avena, Guinness World Record, bringing to these twenty more than 30 thousand people.

// In 2019 I launch my first product in the e-cigarette industry achieving an MRR of 10k after 3 months of launch.

// In 2019 Fondo Hybrida, the growth agency for D2C Brands, which in a year and a half manages to grow up to 10 people

// In April 2021, after the arrival of IOS 14, advertising changed and I started the search for a solution by discovering the Marketing Mix Modeling

// In September 2021 I learn to program in Python and create the first machine learning models for marketing

// In November 2021 together with 2 of my colleagues we develop the first AI platform for the optimization of advertising investments that we call Cassandra

// In January 2022 I create the first free Masterclass to learn how to do Marketing Mix Modeling with excel - (Find the post with the link above) -

I am a pragmatic person straight to the point.

I believe everything shown.

If you have come this far, I thank you from my heart, I hope it was a pleasant read

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