What is MMM?

Marketing mix modelling: a statistical method that shows which channels drive effect over time. A complement to attribution when cookies are no longer sufficient.

The model compares historical investments against outcomes and calculates how much each channel contributed, taking into account seasonality, price, and external factors. It requires no tracking at the individual level.

It is suitable when you buy media in multiple channels and need to know what should go up and what should go down. The prerequisite is data from some time back, preferably a couple of years.