A statistical method that uses past sales and spend data, usually weekly over a year or more, to estimate how much each channel contributed to sales, alongside factors like seasons, prices and festivals.
Example
With two years of weekly data on sales, Instagram, Google and newspaper spend, and festival dates, a model could estimate how much of Meera's Diwali sales came from each channel. A single store may not have enough data for reliable results.
How you'll hear it
“Our MMM says Instagram is driving more sales than the platform's own attribution shows.”
Don't confuse it with
- Attribution: credits individual customers' clicks and views; MMM works with totals and does not need user tracking.
- Lift test: a controlled experiment, not a model of past data.
Related terms
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Sources
- What Is Marketing Mix Modeling? Benefits and Challenges, Shopify, 2026
- Meridian, Google for Developers
- Robyn, Meta Open Source