MMM (Marketing Mix Modeling)

A statistical model quantifying each marketing channel's impact on sales and ROI.

Marketing Mix Modeling (MMM) is an analytical technique using regression models to quantify each marketing channel's contribution (TV, digital, OOH, trade, etc.) to sales. It optimizes budget allocation and calculates ROI per channel.

With the evolution of digital privacy and the decline of third-party cookies, MMM has re-emerged as a key methodology for marketing attribution. Atlantia's AI models accelerate the construction and calibration of these models.