# Marketing mix modelling: what it is and how it works
> Marketing mix modelling, or MMM, uses statistical models to estimate the relationship between marketing activity and aggregate results.
URL: https://www.zorraquino.com/en/dictionary/marketing-mix-modelling

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [A/B test](https://www.zorraquino.com/en/dictionary/digital-marketing/ab-testing.html)
- [Google Tag Manager](https://www.zorraquino.com/en/dictionary/advertising/google-tag-manager.html)
- [ROI](https://www.zorraquino.com/en/dictionary/advertising/return-on-investment.html)