Media Mix Modeling: What It Is and How to Use It [+ Examples]

I’ve worked in digital marketing for over ten years and always look for ways to improve my marketing analysis and reporting. Having worked in leading digital agencies and my own multi-channel agency, media mix modeling (MMM) is paramount in my work.I’ve worked in digital marketing for over ten years and always look for ways to improve my marketing analysis and reporting. Having worked in leading digital agencies and my own multi-channel agency, media mix modeling (MMM) is paramount in my work. I co-founded an SEO and PPC agency with Leigh Buttrey, and we are dedicated to multi-channel marketing. She runs PPC, I run SEO, and we both know our work impacts the other. We also work closely with internal teams who have many other channels within their marketing media kit. When it comes to marketing, I’m sure we can all agree that an omnichannel approach is best. The challenge? Well, that’s in the analysis. We all know buyers rarely convert thanks to one media, but which media drives results? Well, that’s where media mix modeling comes into play. In this article, I explore media mix modeling (MMM), starting with its definition, framework, and examples of MMM in action. I reached