E-commerce Glossary

Marketing Mix Modeling

Statistical model measuring the contribution of each marketing channel to total sales.

Marketing Mix Modeling (MMM) is a statistical approach that measures the impact of each marketing lever (TV, digital, promotions, price, distribution) on sales, while accounting for external factors like seasonality or competition.

Unlike cookie-based multi-touch attribution, MMM uses aggregated data and is resistant to third-party cookie deprecation. It measures the long-term ROI of each channel, including those not measurable at the click level.

MMM is ideal for optimizing budget allocation between channels: how much to invest in Meta Ads vs Google Ads vs TV vs influencer marketing? It also reveals saturation effects and synergies between channels.

Fullmetrix offers a simplified MMM adapted to e-commerces: by cross-referencing your sales with your spending by channel and your promotions, you identify the channels that really contribute to your growth.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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