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Familiarity with digital marketing measurement solutions and preferably, a deep understanding of at least one (e.g. MMM, attribution, Lift / Incrementality Testing, Data Clean Rooms)
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Knowledge of Marketing Mix Models, Multi-Touch Attribution Models, Customer Segmentation and incrementality measurement approaches
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A/B Testing, Matched Market Testing, Brand + Conversion Lift
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Lifetime Value & Propensity Modeling, Creative Fatigue, Promotional Impact
Marketing Mix Modeling (MMM) A Complete Rundown for Digital Marketerts
Multi-touch attribution (MTA) vs marketing mix modeling (MMM)
Marketing Mix Modeling 101 - All you need to know about Marketing Mix Models
Marketing Mix Modeling Masterclass on Excel
A Bayesian Approach to Media Mix Modeling (Michael Johns & Zhenyu Wang)
Attribution Modeling - An In-Depth Guide
Everything you need to know about Facebook & INCREMENTAL LIFT
Ep. 1 Incrementality Testing - Measure Your AD Effectiveness Without Cookies
Share securely with data clean rooms
Moving to role of Data Strategy and am lost
How Terence Reilly Skyrocketed Stanley's Revenue
day in the life of a Business Analyst at Spotify | How I solve a Case Study Interview (logic & data)