ANALYTICS / GLOBAL SPORT
Measuring the moments the world watches.
Marketing mix modeling (MMM) studies for FIFA and the Olympics.
The work
Marketing mix modeling studies for FIFA and the Olympics form part of my analytics experience.
The discipline
MMM examines how marketing activity and other factors relate to business outcomes over time. Its value is in supporting better investment decisions while making assumptions and uncertainty visible.
The perspective
Major sporting events offer a distinctive measurement context. Understanding timing, media activity, and the wider environment is central to interpreting the results.