Looking for marketing

LFM sponsor:

UTManager

Enforce UTM parameter best practices, standardize link creation, and simplify campaign reporting. Perfect for in-house marketers and marketing agencies. Learn more

<- back to all definitions

Marketing Mix Modeling (MMM) & Incrementality Testing

MMM estimates channel contributions using historical spend and outcomes; incrementality tests (geo-splits, holdouts) validate causal lift.

Examples: a geo-based CTV test showing +6% incremental sales; an MMM indicating paid social drives assisted conversions, guiding budget shifts.