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Definition
Marketing mix modeling estimates how each channel contributed to sales from historical spend and sales data, without tracking individual users.
How to use it
MMM works on aggregate data over time, so it is less affected by tracking limits. It needs enough history and enough variation in spend to separate channels, and its output is an estimate with a range, not a count of orders.
It complements attribution and incrementality tests. Treat its results as one input to budget decisions, and label the model, the period and the data it used.
