Glossary
Marketing Mix Modeling (MMM)
A top-down statistical method that estimates each channel's contribution to sales using historical data.
Also known as: MMM · Marketing mix modeling · Media mix modeling
Marketing mix modeling (MMM) uses historical, aggregate data to statistically estimate how much each channel contributes to sales — a privacy-durable, top-down complement to click-level attribution.
MMM and creator-level first-party attribution answer different questions: MMM sizes the channel, attribution names the creators. Together with incrementality tests they triangulate true impact.