Incrementality

Last updated: October 2026 Media mix modeling (MMM) is a statistical method that estimates how much each marketing channel contributed to sales, using aggregated historical data on spend, results, and outside factors like seasonality, pricing, and promotions. Because it needs no user-level tracking, MMM can measure channels that click-based attribution can’t see, including linear TV, CTV, audio, and out-of-home. That makes MMM the right tool for some decisions and the wrong one for others.