Marketing Mix Modeling & Attribution in Excel
Explore weekly sales and spend, build adstock and saturation curves, fit the model with LINEST, decompose sales into base and channels, compare ROI with marginal ROI, reallocate a budget and apply multi-touch attribution rules, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
A marketing mix modeling course that builds a small MMM for one tea brand in a spreadsheet, for marketing analysts and media teams who want to know what each channel really drives. You explore 16 weeks of sales and spend with correlations and a TV on/off comparison, turn TV spend into adstock with a geometric decay and express it as a half-life, draw a saturation curve and compare average with marginal returns, fit sales on a base, TV adstock, Search and Social with LINEST, decompose every week into base and channel contributions, compare ROAS and ROI with marginal ROI per channel, move budget away from a saturated channel without changing the total and finish with first-click, last-click, linear and time-decay attribution on a path table. The first lab is free.
Lessons
- Exploring Weekly Sales vs. Media SpendFree
- Adstock: How Advertising Carries Over Pro
- Diminishing Returns: The Saturation Curve Pro
- Fitting the Model: Regression with LINEST Pro
- Decomposition: Base vs. Channel Contributions Pro
- ROI and Marginal ROI per Channel Pro
- Budget Reallocation: Same Money, More Sales Pro
- Multi-Touch Attribution Rules on a Path Table Pro