Media Mix Modeling

What is Media Mix Modeling?

Media Mix Modeling (MMM) uses statistical regression to determine the impact of each marketing channel on business outcomes. Unlike attribution, MMM doesn't require user-level data, making it ideal for the privacy-first world.

Why MMM Matters Now

Privacy Changes

With iOS ATT and the deprecation of third-party cookies, user-level attribution is increasingly limited. MMM provides a privacy-safe alternative that works with aggregated data.

Holistic View

Attribution only measures digital touchpoints. MMM can incorporate TV, radio, out-of-home, and other offline channels alongside digital marketing.

Strategic Planning

While attribution optimizes day-to-day, MMM answers strategic questions: "Where should we invest our next $1M?"

How Our MMM Works

• Collect historical spend and outcome data (12+ months)
• Account for external factors (seasonality, economy, competition)
• Build regression models for each channel
• Calculate marginal ROI and saturation curves
• Generate optimal budget allocation scenarios

Combining MMM with Attribution

• Use MMM for strategic budget allocation
• Use attribution for tactical optimization
• Calibrate attribution with MMM insights
• Run incrementality tests to validate both
• Create a unified measurement framework