Marketing Mix Modelling & Media Attribution
Know which marketing money worked when every channel claims the sale.
The executive challenge
The problem this program solves
Your teams adopt marketing mix modelling tools faster than the institution can govern them, and leadership cannot answer the board's simplest question: which decisions are now made by machines? Executives who cannot arbitrate between competing analytical claims end up outsourcing judgement to whoever presented last. This programme converts scattered marketing mix modelling pilots into a sequenced, governed portfolio — evidence before enthusiasm, value before volume.
Context
Why this matters now
Capability
What you will be able to do
- Evaluate where marketing mix modelling creates economic value across the organisation — and where it reliably does not.
- Govern marketing mix modelling models and data with controls that satisfy both boards and regulators.
- Price the build, buy and partner options for marketing mix modelling capability with real economics.
- Distinguish marketing mix modelling automation opportunities from decisions where human judgement remains strategically important.
The IPAT Course Standard
The five-day journey
Each day is a deliberate progression in managerial capability — from strategic context, to analytical frameworks, to applied practice, to executive judgement under pressure, to a capstone that produces something your organisation keeps.
IPAT Signature Case™
The Marketing Mix Modelling Model Nobody Can Explain
A a fast-scaling e-commerce platform deployed a marketing mix modelling model into daily operations. It performs — until a customer dispute, a journalist and the regulator arrive in the same week, and no one can reconstruct why the model decided what it decided.
Your decision: Pause the model pending an explainability rebuild, defend it as deployed, or restrict it to advisory use — each response signals something different to the regulator, the market and your own staff.
IPAT Data Lab™
Three functions at a regional telecommunications group report three different truths about the same marketing mix modelling question.
Dataset: Synthetic multi-source marketing mix modelling dataset — finance, operations and customer tables that disagree.
Your task: Reconcile the sources, build the single defensible view, and decide which dashboard the executive committee keeps.
A reconciled marketing mix modelling decision view and the data architecture behind it.
Data → Analysis → Decision, not Data → Code → Certificate
Day 5 · The Capstone
What will you change when you return to work?
Build a twelve-month analytical and AI roadmap for your organisation: the value case, the data foundations, the governance, and the first 90 days.
Methodology
Frameworks you will master
- • IPAT Data-to-Decision Framework™
- • IPAT Executive Capability Model™
- • Value-versus-feasibility portfolio analysis
- • CRISP-DM analytical lifecycle
- • Model risk management principles (SR 11-7 adapted)
Cohorts
Upcoming cohorts
New dates are being scheduled
Register with your preferred start date and our admissions team will match you to the next available cohort — or contact us to arrange an in-house delivery for your organisation.
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