Marketing mix modeling (MMM)
A statistical model that estimates how much each channel contributed to sales, using spend and sales data over time.
What it is
It works from totals, such as weekly spend per channel and weekly sales, so it does not need to follow individual people. That makes it useful where tracking is limited.
Why it matters
For lead generation and e-commerceIt gives a view of every channel on one basis, including those platforms cannot track, and helps plan budgets.
In practice
Fit the model on a long history of spend, sales and outside factors such as seasons and prices, and check it against lift tests.
A common mistake
It needs a long history and steady data, and its answers are estimates with a range around them; reading them as exact leads to false precision.
Adgentic OS uses both to measure what your advertising adds beyond what each platform reports about itself.