Marketing Mix Modeling

Everything you should know about MMM.

MMM has become a hot topic among marketers.

More and more brands are experimenting with it. Both Meta and Google promote it as a crucial part of their measurement playbooks.

And there are good reasons for this.

Changes in PRIVACY policies in our field, slowing growth, and increasing pressure to prove effectiveness to CFOs — all these factors are bringing MMM to the forefront, making it a key tool in our arsenal.

On the other hand, MMM suffers from a poor reputation—it's seen as an expensive, lengthy, somewhat unnecessary project, and what the heck do you do with all those graphs anyway?

Therefore, I've decided to dive deep into this subject to explain what MMM is beyond the usual catchphrases and slogans. I'll discuss what to expect from such a project, its advantages and disadvantages, and particularly why a methodology that has existed since the 1960s has suddenly become important for us today.