MMM (marketing mix modeling)
MMM, marketing mix modeling, is a statistical method that explains sales as a baseline plus the contribution of each marketing channel, from aggregate data.
Updated September 28, 2026
Define MMM in one line: a model that explains a business outcome, usually revenue or orders, as the sum of a baseline and the contribution of each marketing channel over time. It works on aggregate data, weekly spend by channel, weekly sales and the other things that move sales, such as price, promotions and seasonality, and needs no user-level tracking. That is why it can see television, radio, out-of-home and print alongside paid search and paid social, and why it survived the loss of third-party cookies.
The same method goes by several names: marketing mix modelling, media mix modeling, market mix modeling. A marketing mix model is what the method produces: one fitted model, for one brand, on one period. How MMM works comes down to three pieces, adstock for carryover, saturation for diminishing returns, and a coefficient per channel, which together give each channel a response curve.
What an MMM answers is a budget question: what did each channel contribute, and what would the next euro on each channel earn? It does not measure individual customers or creative quality, and it does not prove causation on its own, which is why experiments calibrate it. The marketing mix modeling pillar covers the method, the data it needs, Bayesian MMM and calibration in full.