Marketing Mix Modeling (MMM) is a statistical approach that quantifies how different marketing activities — advertising, promotions, pricing, distribution — contribute to business outcomes like sales or revenue.
> "If I spend €1 more on TV advertising and €1 less on paid search, what happens to my sales?"
Unlike digital attribution models that track individual user journeys, MMM works with aggregate data — total spend, total impressions, total sales — and uses regression techniques to estimate the relationship between marketing inputs and business outputs.
iOS 14.5, cookie deprecation, and GDPR have degraded the accuracy of user-level tracking. Attribution models that rely on following individuals across touchpoints are increasingly unreliable. MMM doesn't require user-level data — it works with aggregate spend and outcomes.
About the author
Cyril Noirot
Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization.