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Dictionary by pitch.dog
Attribution, incrementality & effectiveness · Core

Media mix modelling

Also called: marketing mix modelling, MMM

ELI5

Statistical estimation of how aggregated marketing and external factors relate to outcomes over time.

Used in conversation

“How are we defining media mix modelling in this deck?”

Pitch context

You will see “Media mix modelling” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.

Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.