Marketing Mix Modeling & Attribution in Excel

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Explore 16 weeks of Larkspur Tea Co. sales and spend: total spend, the channel mix, correlations, a TV on/off comparison and a combo chart.
• Turn TV spend into adstock with a geometric decay, measure the carry-over and express the decay as a half-life and a long-run multiplier.
• Draw the saturation curve of Search, compare average and marginal returns and find the spend where the next dollar stops paying off.
• Fit sales = base + TV adstock + Search + Social with LINEST, read the coefficients in the right order, check R² and build the fitted sales line.
• Split every week's modelled sales into base, TV, Search and Social, total the contributions and show them in a stacked column chart.
• Calculate ROAS, ROI, marginal ROAS and marginal ROI for TV, Search and Social and see that the best average channel is not where the next dollar should go.
• Move budget from saturated Search to Social without changing the total, measure the gain in sales and profit, and find the best shift in a scenario grid.
• Give the revenue of eight conversion paths of different lengths to the channels with first-click, last-click, linear and time-decay rules, and compare the rules with each other.