ROI Optimization

What is media mix modeling (MMM)? Media Mix Modeling (MMM), also known as marketing mix modeling, is a statistical method that estimates how channels contribute to sales and other KPIs. It can include TV, radio, digital, and print. MMM complements marketing attribution and incrementality testing within broader reporting and analysis

What is marketing attribution? Marketing attribution assigns conversion credit to recorded ads, clicks, and other touchpoints using a rule or algorithm. It answers how a report allocated an outcome. It does not show what actually caused the outcome, and it cannot see touchpoints the system never stored. Keep three layers