Master Thesis Opportunity: Designing an AI Agent for Enhanced Marketing Mix Modelling – Automating Insights and Strategic Recommendations

About the Project

Nepa is searching for a master’s student to design, implement, and evaluate an AI agent that enhances Nepa's Marketing Mix Modelling (MMM) offering. The agent main tasks would be generation of actionable insights and strategic recommendations for marketing decision-makers. The solution will be integrated into Nepa’s MMM dashboard, enabling clients to interact directly with results, explore data-driven recommendations, and simulate the impact of marketing decisions in real time.

Traditional MMM dashboards often require significant manual analysis and expertise to derive insights from these complex datasets, which can limit the speed and effectiveness of decision-making. Marketing teams need to quickly understand their performance metrics and receive actionable recommendations.

What is Marketing Mix Modelling

Marketing Mix Modelling (MMM) is a statistical analysis technique used to estimate the impact of various marketing activities (such as TV, TikTok, Google ads, Print, etc.) on key business outcomes like sales or brand awareness. By leveraging historical data, MMM applies regression-based models to quantify the contribution of each marketing channel, control for external factors, and predict future performance under different budget scenarios. MMM is widely used by organizations to optimize marketing spend and maximize return on investment (ROI).

Project Scope:

- The AI agent will need capabilities such as:

- Interpreting and explaining Marketing Mix Modelling results in natural language

- Generating automated, context-aware recommendations for budget reallocations

- Conducting scenario analyses to support strategic planning

- Bridging the gap between complex MMM analytics and actionable business strategy

Technical Focus Areas:

- AI agent design and architecture

- Integration with existing MMM dashboard infrastructure

- Recommendation systems for marketing budget optimization

- Scenario analysis and predictive modelling

Expected Deliverables:

- Designed and implemented AI agent prototype

- Evaluation of the agent's performance and usability

- Academic thesis documenting methodology, implementation, and findings

- Recommendations for future development and deployment

By automating insights generation, the aim of this project is to empower organizations to make faster, more informed, and more strategic marketing decisions using AI-enhanced marketing insights.

Who We're Looking For:

Educational Background:
We're looking for a master's student in their final year with background in engineering, data science, AI, mathematics, statistics, or related technical fields. You should have foundational knowledge in mathematical/statistical methods, programming, data analytics, and/or machine learning techniques.

Skills & Interests:

- Interest in business applications of AI

- Basic programming skills (Python preferred)

- Interest in AI/ML and natural language processing

- Analytical mindset and problem-solving abilities

- Experience with business intelligence dashboards, data visualization, or marketing analytics is a plus

A few more details

– You believe in the power of data to drive smarter decisions and lasting growth.
– You share our values: curiosity that sees what others don’t, passion that shows, clarity over complexity, and the drive to care and act.
– You take pride in delivering the clarity, speed, and impact our clients rely on.

Supervision & Support

The Data Science team at Nepa:

As master thesis student at Nepa you will be mentored by and get support from experienced professionals from our brilliant data science team. The team focuses on research, development, implementation and delivery of advanced algorithms and models, aimed to deliver real value to our clients. You will also have access to our broader team of marketing analytics experts.

Work Environment:

Preferably on-site at our Stockholm office for optimal collaboration and support, other working arrangements can be discussed

- Access to necessary data, tools, and computational resources

- Regular check-ins and support from your supervisors

Practical Information

Project Period:

Spring semester 2026 e.g. February to June 2026

Location:

Nepa Stockholm Office

On-site work preferred, with flexibility for hybrid arrangements

Who are we?

At Nepa, we help great brands grow by turning insight into action. We connect continuous data with sharp analytics and deep marketing expertise – so businesses can act faster, spend smarter, and focus on what really drives results.
Our platform blends Brand Tracking, Marketing Mix Modelling, and Campaign Evaluation into one clear direction for marketers. With hundreds of brands worldwide relying on us, we’re trusted to bring clarity to complexity – and make insight an engine for growth.

Next step

We review applications as we receive them, and interviews will be held continuously so please submit your application as soon as possible.