Media Mix Modeling (MMM) is a statistical method for measuring how each marketing channel contributes to overall results, such as revenue.
How it differs from standard attribution:
- Click-based attribution credits whichever channel got the last click, or first click, before a purchase. It can’t see channels like TV that influence someone without a trackable click.
- MMM looks at spend and results across every channel over time and calculates each one’s true contribution, including channels with nothing to click at all.
Example: a brand raises billboard spend in one city and sees online sales rise there too, with no click to track it. Only MMM can measure that lift.
Older MMM ran as a static report, rebuilt once a quarter on old data. Modern MMM recalculates continuously, allowing the budget to move across channels as conditions change rather than waiting for the next review.
