ChatGPT: Marketing Mix modeling (MMM) is a statistical approach used to quantify how different marketing activities—such as advertising, promotions, pricing, distribution, and external factors like seasonality—contribute to sales or other key business outcomes. By analyzing historical data, MMM estimates the incremental impact of each channel, helping companies understand what is truly driving revenue versus what would have happened anyway. The result is a model that decomposes performance into component parts, clarifies ROI for each investment, and allows marketers to simulate how shifting spend across the mix will influence future results.