Should you trust "AI-driven" MMM?

When it comes to machine learning and artificial intelligence being deployed for marketing mix modeling, we might want to pump the brakes a bit, at least that’s what some industry leaders are saying. To explore this topic in a little more depth, we wanted to bring on an expert, someone who’s been in this field for nearly 2 decades, and has built a highly successful company around marketing mix modeling over the past 10 years. Dr. Ramla Jarrar has a Master of Science in Quantitative methods in Marketing and Optimization, a Ph.D in Econometrics and Quantitative Economics. She’s a Professor at the Mediterranean School of Business, and is the Co-Founder and President of MASS Analytics, a software solution and service provider with a focus on marketing effectiveness measurement. And, you may recognize her from one of the many YouTube videos on the MASS Analytics channel where she provides free marketing mix modeling master classes. We discuss the warnings about AI-driven MMM, and provide guidance on how AI can help. ▶️ Watch on YouTube Links from the show: Dr. Ramla Jarrar on LinkedIn MASS Analytics  MMM Master Classes (YouTube)