Media Mix Modeling (MMM) is gaining traction as businesses strive to decode the impact of their marketing efforts. In a digital-first era, where multiple advertising channels compete for attention, it becomes essential to measure what’s working and what’s not. That’s where MMM steps in. It’s a statistical analysis technique that quantifies the contribution of each marketing channel to sales or other business outcomes. Essentially, it helps brands allocate budgets smarter and boost ROI...
