introduction to the mmm software: masster2016 by: dr. ramla jarrar 1 who is it for? 3 types of...
TRANSCRIPT
Introduction to the MMM Software: MassTerModelling, Forecasting & Optimisation
MassTer
2016
By: Dr. Ramla Jarrar
1www.mass-analytics.com
Who is it for?
3 Types of Clients
Who have a MMM division
Advertisers
Who have their own in-house MMM team
Agencies
Who have or want to create a MMM capability MMM Agencies
Whose core business is
MMM
General Introduction
MassTer is an intuitive and integrated Marketing Mix Modelling Software that allows to
measure the impact of each marketing spend on your business performance and
optimise future returns.
MassTer is not only a software but a process derived from 12 years’ experience in
running MMM projects for international Blue Chip Clients
• This helps MMM teams cut the time they need to train junior members of the
team.
It allows the user to perform an econometric (MMM) project in full. It is
comprehensive of 6 modules:
1
Configuration
2
Dashboard
3
Processing
4
Modelling
5
Optimisation
6
Forecasting
MassTer Benefits
Fast Cost Effective
ScalableConsistent
across Markets
4
MassTer’s Key Modules
We offer an end to end solution in one single platform
Processing
Dashboard
Configuration
Modelling
Optimisation
Forecasting
Analysis Insight
MassTer is a fully integrated and intuitive tool that
provides the user with all the features needed to:
• analyse data using the most sophisticated statistical
techniques
• provide insight and actionable results
Through its 6 built-in modules, “MassTer” provides the user with all the
features needed to run simple, pooled and nested MMM projects.
“MassTer” also allows to answer ”what’s best” and “what if” questions.
I-Configuration
MassTer offers the users a handy Data Converter capable of
converting any data periodicity and any start/end date to a chosen
periodicity and start/end date specified by the user (that will be used
later for modelling).
The “Configuration” module allows the user to describe input (raw)
variables to “MassTer” and place them in the appropriate predefined
groups.
The data loaded in “MassTer” should be organised in simple csv
files. “MassTer” is capable of reading multiple input data files.
Configuration Module Screenshot
7
II. Dashboard
The “Dashboard” module allows to:
• perform different cuts of the input data and produce
the necessary charts to visualise the data.
• understand the relationships between the
different variables through the built in statistics.
• change the periodicity of the loaded data to better
visualise the different relationships.
8
Dashboard Module Screenshot
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III. Processing
The “Processing” module allows to:
• create all the necessary variables needed for
modelling.
- “MassTer” offers the user in excess of 20 handy
processors to help transform raw data (input data).
These processors range from creating dummies,
lags to decays to diminishing returns,
seasonality…
• perform chain transformations where a series of
processors are applied successively to the same
variable
Processing Module Screenshot
11
IV. Modelling
The “Modelling” module allows to:
• run manually constructed & automated models (or a
combination of the two)
• run simple & pooled regressions (regional)
• run nested regressions
“MassTer” offers a handy interface to visualise the AVM
(Actual Vs Model), Contribution and Sales Impact graphs
as well as the key model statistics in the same screen.
12
Modelling Module Screenshot
13
IV. Optimisation
The “Optimisation” module allows to answer the question
“what’s best” about the optimal way to set and allocate
marketing budgets.
In this module you can visualise the Diminishing Returns
curve for each advertising component and use the
optimiser to:
• Determine the optimal advertising allocation for a given budget.
• Determine the budget needed to achieve a specific KPI target.
• Compare different optimisation scenarios.
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Optimisation Module Screenshot
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VI. Forecasting
The “Forecasting” module allows to answer the question
“what if” about the likely results of future spend changes.
In this module you can define different spend plans and
use the Forecaster to:
• Forecast the level of KPI (e.g. sales) to be obtained
as a result of implementing each plan.
• Compare the performance of different planning
scenarios.
16
Forecasting Module Screenshot
17
MassTer’s competitive advantages
Compared to Existing Platforms
Input Data Flexibility
Multiple File Loading
Data Converter to a chosen
periodicity & start/end date
Automated Processing
Periodicity Transformer in the
Dashboard
Preprogramed Processors
Chain Processing
Advanced Modelling
Capabilities
Pooled (Regional) Regression
Mixed Effect Modelling
Nested Modelling
Log -Linear (under development)
Performance
Handles large regional data sets
without compromising
speed of execution
Extensible: additional
features could be added on demand
Affordability
Less Expensive than existing automated software
More features offered in the
standard licence compared to competition
Thank You
Thank you for your time
MassTer Advantages
Standardised & Single Output file
Configuration, transformations, models’
parameters & final models are all in one (.mss) file.
Version control and team work tools (e.g. svn, git) can
be used to share and manage projects by different team
members
Shorter Project Cycle: Automated Processing
& Modelling
Auto processing allows to instantly create thousands of transformed data that reflect
marketing consumer behaviour models and
assumptions
The auto modeller is a powerful tool allowing to
rapidly select the best model from thousands of
transformed variables (nested modelling supported ).
Fast Model Tweaks so More time for Insight
The project sharing capabilities (described earlier)
offer the local team the opportunity to monitor the
progress made in other regions on the fly
Comparing models from different sessions is also
possible allowing to choose the best and most sound
model given a specific criterion.