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Measurement
MMM
Marketing Mix Modeling
MMM uses statistical models on aggregated data to estimate how spend, channels, and external factors contribute to an outcome.
- When it applies
- It applies when a complete channel view is needed and individual-level measurement is constrained by privacy, coverage, or closed platforms.
- What it is confused with
- It does not explain each user journey or automatically replace experimentation. It works with aggregates and assumptions that require validation.
- Architecture consequence
- It needs consistent time series, control of external factors, and an appropriate update cadence to turn estimates into decisions.