Media Mix Modeling

Xiaojing Dong ()
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Xiaojing Dong: Santa Clara University, Leavey School of Business

Chapter Chapter 4 in Marketing Analytics and Data Science, 2026, pp 43-68 from Springer

Abstract: Abstract Media mix modeling (MMM) is a classical yet extremely popular tool in marketing analytics and probably the most important one in building the foundation of data-driven marketing decisions. Media mix refers to the collection of marketing channels a company uses to market and promote its products and brands. Media mix modeling evaluates the relative impact of different marketing media channels on business outcomes by analyzing media spending data using appropriate statistical models.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-11130-2_4

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DOI: 10.1007/978-3-032-11130-2_4

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