Marketing mix modelling
Marketing mix modelling, or MMM, uses statistical models to estimate the relationship between marketing activity and aggregate results
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can include spend, seasonality and other business variables. It helps to discuss resource allocation, within limits set by the data and assumptions. Its results should be validated and not automatically interpreted as perfect causal effects.
Also known as
MMM, marketing mix modeling
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