Marketing x Data Science Seminar and Presentation Archive

[Nestle & Marugame Seimen]
Learn from top marketers the secrets of data-driven customer understanding and hypothesis design

Leading to the right decision-making. The latest ideas for "winning" marketing for business growth

This seminar explores how to increase the probability of business success with data-driven marketing strategies. Together with top marketers, we will introduce success stories that make full use of data analysis and hypothesis thinking, and provide practical knowledge for business leaders aiming for sustainable growth.

Correct marketing effectiveness analysis

Misconceptions about MMM

This time, CEO Hirao of XICA appeared on the PIVOT official channel "&TALK" program on the theme of "The Cutting Edge of Data-Driven Marketing: Misjudgments in Marketing Effectiveness Analysis". In recent years, the number of companies adopting MMM (Marketing Mix Modeling) has increased, but some MMMs are unable to perform analysis that is in line with reality. In order to avoid making incorrect decisions in important marketing decisions, correct marketing effectiveness analysis is essential. In this video, we explain common misconceptions about MMM and points to note when putting it into practice. In addition, we introduce a solution concept called CMM (Consumer Mix Modeling) that addresses issues that cannot be solved by MMM alone.