What is Marketing Mix ModelingMMM?
Marketing Mix Modeling (MMM) is a statistical method that measures how each marketing channel and other factors contribute to sales, using aggregate historical data. Unlike click-based attribution, it needs no cookies or user-level tracking, so it estimates the true incremental impact and guides how to split budget across channels.
As cookies and user-level tracking decline, MMM has returned as a privacy-safe way to answer the classic question: which spending actually drives sales. It models sales against media spend, price, seasonality and external factors to estimate each channel’s contribution and diminishing returns.
Yovance offers MMM within Decision Intelligence for businesses spending enough across channels to justify it.
Frequently asked
Attribution tracks individual user journeys with cookies or pixels. MMM uses aggregate data and statistics, so it works without user-level tracking and captures offline and brand effects attribution misses.
Typically two to three years of weekly data across channels for a reliable model, though useful directional models can start with less.