Sample Topics in a One-Day Workshop on MMMs

Topic 1: Overview and Basic Models

• Overview of MMMs and use in marketing;

• Multiple regression models as MMMs;

• Interpretation of coefficients and inference for marketing purposes;

• Example with Eviews.

Topic 2: Dynamic Single Equation Models

• Autoregressive distributed lag (ARDL) models as MMMs;

• Interpretation of dynamic coefficients;

• Impulse response functions and forecast error variance decompositions (interpretation for marketing purposes);

• Example with Eviews.

Topic 3: Dynamic Multiple Equation Models

• Vector autoregressions with exogenous variables (VARX) as MMMs;

• Impulse response functions and forecast error variance decompositions (interpretation for marketing purposes);

• Identifying and evaluating transmission channels;

• Introduction to extensions: hierarchical modeling, Bayesian modeling.