Marketing Mix Modeling (MMM)

Marketing mix modeling (MMM) is a statistical method, typically regression-based, that uses aggregated historical data to estimate how each marketing channel and other factors contribute to sales or other outcomes. Because it relies on aggregated rather than user-level data, MMM is privacy-safe by design and has seen renewed adoption as cookies and cross-platform tracking decline; open-source frameworks such as Google's Meridian and Meta's Robyn have lowered the barrier to building models. MMM is often paired with incrementality experiments for calibration and works alongside attribution for a fuller measurement picture.

Source: developers.google.com