Flash Five #12 – Understanding Marketing Mix Modeling In 5 Flashcards

Until very recently, marketing mix modeling (MMM) was perceived as an archaic, slow and old-school technique.

But with the advent of AI, faster computation and increasing consumer concerns about privacy, marketing mix modeling has made a strong comeback and it’s succeeding where many other techniques still struggle: Estimating the incremental impact of each marketing input on sales or high-level KPIs using aggregate data, without requiring user-level tracking.

This makes MMM one of the most privacy-safe and regulation-resilient measurement methods available today.

Click on the slider on the left to navigate through all 5 cards at your own pace.