Definition
Media Mix Modelling (MMM)
A statistical analysis technique that measures the contribution of each marketing channel to overall business outcomes.
Media mix modelling uses historical data and regression analysis to isolate the contribution of each marketing channel—TV, digital, OOH, PR, social—to sales or revenue. Unlike multi-touch attribution, MMM can measure the impact of channels with no direct click-through path, making it essential for brands with broad media mixes.
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