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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 then is used to predict conversions and sales with different inputs or marketing mix. Specifically, Marketing mix modeling (MMM) (sometimes also called Media Mix Modeling) collects aggregated data across marketing and non-marketing factors over a multi-year historical period. Additionally, MMM models factor in external influencers such as seasonality, economic data, weather and promotions. That data is used to develop a demand model which quantifies the historical contribution of each marketing and non-marketing input to business outcome.
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.