Definition
Statistical analysis determining how different marketing channels contribute to sales, creating convincing spreadsheets that support whatever you already believe.
Example Usage
Our MMM suggests TV drives 40% of sales, perfectly justifying the TV budget that was already locked in.
Origin
Econometric modeling adapted for marketing, 1960s-1970s formalization
Fun Fact
MMM requires 2+ years of historical data and is so complex that the results are impossible to argue with, which is both its strength and weakness.
Source: Marketing Analytics Association standards
Related Terms
Translate This Term
See “Marketing Mix Modeling (MMM)” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.
Try the Translator