MMM (Marketing Mix Modeling)
A statistical measurement method that correlates aggregate spend by channel with aggregate business outcomes using regression, without cookies or user-level tracking.
Explanation
MMM uses regression to compare aggregate spend across channels against aggregate business results, without relying on cookies, device IDs, or any user-level tracking. The technique itself is decades old, but it returned to mainstream marketing practice through 2025 and 2026 as the primary privacy-era measurement method, following continued signal loss and the cancellation of Google's Privacy Sandbox. An eMarketer and TransUnion survey found 46.9 percent of US marketers planned to invest more in MMM, with 27.6 percent naming it their single most reliable measurement method, ahead of multi-touch attribution. Free open-source tools such as Google's Meridian and Meta's Robyn have lowered the cost of entry.
Usage context / examples
Google's Meridian and Meta's Robyn are free open-source MMM tools that have lowered the cost of entry for marketers.
Related terms
Incrementality, iROAS, Attribution
Turkish definition
MMM, çerez veya kullanıcı bazlı takip olmadan kanal harcamalarını toplam iş sonuçlarıyla regresyon yoluyla ilişkilendiren bir ölçüm yöntemidir.