Multi-touch attribution was the gift that kept on promising and never quite delivering. Meanwhile, the MMM workhorse has been getting better and better. It’s now down to understanding what kinds of questions it can answer and which it cannot. With his deep background in digital analytics and data science, Jim turned his attention to Marketing Mix Modeling, Experimentation, and Econometrics. You will gain a clear perspective of what MMM is and how it works, the data required, and a double handful of resources for getting started with adding this tried and true analytical approach to your skill set.