What is Media Mix Modeling?

Media mix modeling (MMM), also known as marketing mix modeling, is an analysis technique that allows marketers to measure the impact of their marketing campaigns to determine how various elements contribute to their goal(s). The media mix can combine any advertising channel including print, social, and online advertising.

MMM collects aggregate data from marketing and non-marketing sources over a period of time. This data is used to create a demand model. Marketers can analyze the model to determine the impact the marketing and non-marketing material has on sales or conversions. From these insights, marketers can adjust their campaigns for future optimization.

This type of modeling will likely become more popular as user privacy makes it challenging for marketers to use other forms of campaign performance measurement and attribution.