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Marketing mix modelling
A statistical approach that estimates how much each marketing channel — and other factors like price and seasonality — actually contributed to sales.
Example
A model estimating that TV contributed 18% of quarterly revenue, Search 12%, and promotions 25%, based on years of weekly spend and sales data.
Why marketers care
It's one of the only measurement approaches that captures channels with weak digital identity signals, like TV and OOH, and gives an aggregate view across the whole marketing mix.