Marketing mix modeling
Marketing mix modeling is a statistical method that estimates each channel's contribution to business outcomes using aggregate spend and revenue data. Because it does not rely on user-level tracking, it is resilient to cookie loss, iOS privacy changes, and walled-garden reporting gaps, which makes it a standard tool for paid-heavy consumer and health brands.
In more detail
Modern MMM combines historical regression with periodic holdout experiments to calibrate the model against real incrementality. It is complementary to multi-touch attribution, not a replacement — MMM answers channel-level questions, multi-touch answers user-level ones.
Related terms