A statistical model that explains sales or another outcome as a function of marketing spend by channel, price, seasonality, and external factors, using aggregate time-series data rather than user-level tracking. MMM predates digital and returned to favor after privacy changes broke user-level attribution. Open-source models such as Meta's Robyn and Google's Meridian lowered the cost of entry, though a model is only as good as its inputs and its calibration against Incrementality tests.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Marketing Mix Modeling." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/marketing-mix-modeling/