Marketing Mix Modelling (MMM), also known as Media Mix Modelling, is a statistical data science technique that enables teams to quantify the impact of various marketing inputs on Revenue or Return on Ad Spend (ROAS). The result of a well-executed MMM is often increased revenue, lower costs or both.
The goal of MMM is to explain how much each marketing channel contributes to revenue and how much to spend on each marketing channel. It is the foundation for effectively optimizing a paid media budget across different channels.
Are you conscious about the performance & measurement implications of recent privacy changes and the transition to a "cookieless" world? MMM is the answer. MMM requires no user data and provides an ideal path for understanding performance across channels and planning for the future.