Marketing Mix Modeling

Marketing Mix Modeling (MMM) is a statistical analysis technique used by businesses to understand the effectiveness of their advertising and marketing strategies. It evaluates how different marketing channels—like digital ads, TV commercials, and promotions—contribute to sales and customer behavior over time. By examining historical data, MMM helps companies identify which marketing efforts deliver the best return on investment, allowing them to optimize their budgets and strategies for better results in the future. Essentially, it's about figuring out what works best to reach customers and drive sales.