Couple of months ago I had the honor to speak at Marketing Analytics Summit. I was supposed to travel to Milan first time ever but as we all know, COVID-19 ruined the plan. So the Summit was all virtual and I did my presentation from home office. My topic was how to do Marketing Mix Modelling and I shared some experiences from Finland. Thanks to my colleagues Ismo Tenkanen, Karita Hakala, Mikko Ervasti and Erik Grönroos, who helped me to collect thoughts for the presentation. You can see my presentation of Marketing Mix Modelling below.