Marketing Mix Modeling

In a context where the use of MMM is becoming widespread among advertisers, this training will help you understand the methodological principles behind a Marketing Mix Modeling solution, so you can effectively contribute to the implementation of a project and analyse the findings to make informed decisions.

     💡 Program:

• MMM fundamentals: Marketing Mix, 4Ps, media strategies
• Business issues: sales, synergies, short- and long-term effects
• Types of models & MMM process
• Data: collection, processing, and transformations
• Prerequisites before modeling: collinearity, source consistency
• Application & interpretation of results: confidence intervals, ROI, synergies
• Limitations of MMM

  🎯 Why participate ? 

• Acquérir une compréhension approfondie de l’attention
• Savoir choisir l’outil de mesure approprié à votre objectif et le mettre en œuvre efficacement
• Interpréter et exploiter les indicateurs de l’attention

Next session:
📅 March 20, 2026

Register now to reserve your spot!

Understanding and measuring attention to advertising

This training course will give you a thorough understanding of the different methodologies used to measure attention to advertising.

• 💡On the agenda:
  The challenges of attention to advertising, definitions and initiatives in the UK and internationally
• Key academic findings (William James, Donald Broadbent, Herbert Simon, Karen Nelson-Field, etc.)
• Tools for measuring advertising attention: eye tracking, surveys, site and ad-centric signals
• The link between advertising attention and effectiveness, with case studies

🎯 Why participate?

• Gain an in-depth understanding of attention
• Learn how to choose the right measurement tool for your objective and implement it effectively
• Interpret and leverage attention metrics

Register now to reserve your spot!

Next session:
📅 20 February 2026

At a time when the attention paid to advertising has become a major concern for advertisers, CESP launches a new training module.

This training course will enable you to take stock of what you need to know to choose and use measurement tools, talk to partners who offer attention measurement solutions and  to interpret the results.

Discover the full programme

After obtaining the Qualiopi certification as a training organization, CESP launches a training course on econometrics approaches applied to the Marketing Mix. Whether you are a client of MMM services or new to the business, this half-day operational training will provide you with the keys to effectively discuss with your service provider and will enable you to interpret the results of the models.

Find out more

Under the impulse of its members and board directors, CESP offers to share its expertise of audience measurement services and solutions which are at the heart of the advertising trading with the industry. The 2022 training programme comprises 4 modules : audience measurement services in France, innovations in audience measurement across the world, adverification and marketing mix modelling.

Find out more