Marketing Mix Modeling (MMM)

Marketing Mix Modeling (MMM) is a technique used by businesses to evaluate the effectiveness of different marketing activities. It analyzes historical sales data alongside marketing efforts such as advertising, promotions, and pricing to understand how each factor influences sales. By identifying which efforts drive the most impact, companies can allocate their marketing budget more efficiently. Essentially, MMM helps answer the question: "What marketing actions contributed to sales growth, and how much?" enabling better strategic decisions and optimized resource allocation for future campaigns.