analytics-dictionary / term / tracking & measurement

Marketing mix modeling (MMM)

Marketing mix modeling uses statistics on aggregated data to estimate how each channel contributes to sales.

Written by Reflective Data experts · updated Oct 5, 2026

It works with spend and outcome time series rather than user-level tracking, so it is privacy-friendly and covers offline channels. It needs a lot of history and expertise to interpret well.

It answers different questions from attribution and is best used alongside it and incrementality tests.

Incrementality Multi-touch attribution Return on ad spend (ROAS)

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