Marketing Mix Modelling (MMM)
Understand how each channel contributes, where the next dollar performs best, and how to allocate across the mix.
Marketing Mix Modelling (MMM)
Experiment → Marketing mix (MMM) looks above the individual campaign to the whole marketing mix — how each channel contributes to outcomes and where additional spend works hardest.
What it provides
- Channel response curves — how outcomes respond as you spend more on each channel, including saturation.
- Marginal ROAS — what the next dollar returns on each channel, which is what matters for allocation.
- Budget allocation — a recommended split across channels to maximise return toward your goals.
Why marginal matters
Average ROAS hides the truth: a channel with great average returns may be saturated, so the next dollar does little. MMM focuses on the margin — where incremental budget actually pays — which is the right basis for moving money between channels.
How to use it
Use MMM for high-level allocation decisions across channels, then validate the big moves with a geo experiment or Causal Lab analysis. MMM and incrementality testing are complementary — MMM points, experiments prove.