Measure

Marketing mix modeling

A statistical model of spend and sales over time that estimates what each channel contributes, using aggregate data rather than tracking individuals.

How it's used

The model shows TV and search work together, and that the last 20% of social spend adds little. Finance and marketing shift budget with a shared view of returns.

How I help

I prepare the spend and outcome data, help run and validate models, and calibrate them against experiments so the results hold up.

Common toolsGoogle Meridian, Meta Robyn, custom models