Making MMM work for B2B Marketing - Data Science Festival

A talk by Isha Sangekar and Rupali Singhal from Twilio.
This session covers Making MMM work for B2B Marketing.
MMM has traditionally been applied at B2C companies. Applying it for a B2B business was a very different experience, and I would like to share my learnings from this project.
Technical Level: Introductory level/students (some technical knowledge needed)
This session was part of the Data Science Festival MayDay event 2024. Find out more at datasciencefes...
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