A media mix model (MMM) is a statistical model that analyzes historical marketing spend and sales data to estimate how channels collectively influence revenue. It provides a macro-level view across online and offline activity, helping teams compare investments such as email, paid search, and social media. section 7.7.4
MMM turns channel-level relationships into directional budget guidance rather than granular proof of causation. It can reveal where investment appears most effective, but overlapping campaigns and channel interdependencies can make individual effects difficult to isolate. section 7.7.1 section 7.7.4
Comparing channel investment
A team aggregates email, social media, paid search, and other touchpoints, then compares changes in spending with sales outcomes. The resulting view can guide whether to shift budget toward one channel or a combination of channels. section 7.7.4
