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Marketing Mix Modeling (MMM) in marketing is statistical analysis using multivariate regressions on conversions/sales with various marketing tactics and spend as variables to predict sales. The regression provides contributions of each variable which are then used to predict conversions and sales with different inputs or marketing mix.
MMM provides a high-level, top down analysis of all marketing delivering strategic long-term planning insights into your non-addressable and addressable media.
Nick is a expert in cross-channel measurement strategy and adoption.