Marketing Mix Modeling (MMM) is a statistical analysis that looks at historical data across all marketing channels — along with external factors (seasonality, economic conditions, etc.) — to estimate the contribution of each channel to business outcomes (like revenue or conversions). It is a solution that empowers brands to optimize marketing spend through data-driven budget allocation and outcome prediction. It delivers actionable insights by measuring true incremental impact of marketing activities and simulating potential results of budget changes, with a focus on balancing short-term performance and long-term growth.

Triple Whale’s MMM provides a holistic, privacy-compliant view of marketing performance by measuring the true incremental impact of each channel—without relying on user-level tracking. Unlike traditional attribution, which can be skewed by click-based data, MMM accounts for all marketing touchpoints, including offline and upper-funnel efforts, and it factors in external criteria, like seasonality and promotions. But, the reality is that MMM works best alongside attribution from Triple Whale, allowing you (and your Moby Agents) to compare measurement models and triangulate the right budget allocation with ease and precision.

When looking at the market, our MMM is easier to set up — thanks to Triple Whale Data Platform integration and simple MMM settings. Not to mention, you don’t need a bucket of other data tools when you use our MMM, it’s all consolidated in the same place you store and analyze your data. But what’s most differentiating — we can automate insights, model comparisons, and actions with Moby Agents on top of the MMM model.

MMM is a statistical analysis powered by our own proprietary model. So while it may not be powered by agents, Triple Whale is the only platform that has AI agents to accelerate insights and cross-measurement-model comparisons. The Measurement Agent automates comparisons of MMM, Triple Attribution, and in-platform data to get the most holistic understanding of channel and campaign performance, in seconds. Agents synthesize results from different measurement approaches and pinpoint areas of alignment and disagreements. Historically, these types of comparisons would take hours of analysis, now it is all done instantly with Moby Agents

Yes, Triple Whale’s MMM accounts for seasonality, market fluctuations, and other external factors that impact performance. By analyzing historical trends and patterns, the model separates the effect of marketing from variables like holidays, promotions, or economic shifts. This ensures a more accurate, unbiased view of what’s truly driving revenue.

Triple Whale uses data from all paid and owned channels — including non-click based like OOH, influencer, affiliate, and more. Rule of thumb: if there’s a channel that you spend money on, we can include it.

If you have a diverse marketing mix, or spend on click and non-click based channels like TV and radio, MMM can be a massive addition to your budget optimization toolkit. For brands that are influencer-led or exclusively organic-driven, the MMM model may have trouble correlating revenue and marketing spend. In any scenario, our MMM is seamless to set up, given your data is already in Triple Whale, and can provide you a confidence score based on your data.