Making MMM Work for B2B Marketing

Explore the application of Marketing Mix Modeling (MMM) in B2B marketing through this 48-minute conference talk presented by Isha Sangekar and Rupali Singhal from Twilio at the Data Science Festival MayDay event 2024. Gain insights into the unique challenges and learnings from implementing MMM, traditionally used in B2C companies, within a B2B context. Suitable for those with introductory-level technical knowledge, discover how this data-driven approach can be adapted to solve real-world problems in B2B marketing strategies. Engage with cutting-edge ideas shared by industry professionals and join a community of data enthusiasts at the Data Science Festival, known for its monthly events, meet-ups, and the largest free-to-attend data festivals in the UK.