Getting Started with MMM

    Yeji JeonWritten by Yeji Jeon,

    For demo and pricing inquiries, contact the Airbridge Sales Team at

    The MMM Studio offers an all-in-one marketing mix modeling solution from modeling to performance assessment and budget optimization without the need for user-level data.



    Marketing Mix Modeling

    Marketing mix modeling is a regression analysis method that identifies the causal relationship between various variables such as ad spend, revenue, seasonality, and economic fluctuations to estimate the impact of different marketing strategies on business outcomes. Marketing mix modeling has been used since the 1960s to estimate the marketing performance of TV and offline advertising, and now it has become relevant to the mobile marketing scene with the support of advanced data technologies.


    Marketing Mix Modeling by Airbridge

    The MMM Studio by Airbridge uses machine learning and statistical techniques to measure the impact of different marketing strategies on sales. Instead of user-level data, historical data, such as ad spend, number of event occurrences, and revenue, is used. With the MMM Studio, aggregate data of 6 months is enough to build and use a model for estimating marketing performance.



    Getting Started With MMM Studio

    Sign up for an account for the MMM Studio. The MMM Studio consists of the Model Manager, where you can manage your marketing mix models, and the MMM Dashboard, where you can access your MMM reports.


    Model Manager

    The Model Manager is where you can create and manage your marketing mix models and includes the following features:

    • Overview: The [Overview] page shows all data used for all models at a glance.

    • Data Connector: The [Data Connector] page is where you upload your data or integrate data from third-party platforms for the modeling.

    • Data Hub: The [Data Hub] page shows all data available for the modeling.

    • Model Configuration: The [Model Configuration] page is where you can make configurations for the modeling and manage your models.

    MMM Dashboard

    The Model Dashboard is where you can access your MMM reports. You need to create at least 1 marketing mix model to view the reports. The Model Dashboard includes the following features:

    • Performance Tracker: The [Performance Tracker] page is where you can create your MMM reports using the marketing mix models you created on the [Model Configuration] page.

    • Budget Optimizer: The [Budget Optimizer] page is where you can view the optimized budget allocation plan suggested by the selected marketing mix model.

    • Simulator: The [Simulator] page is where you can view the optimized budget amount suggested by the selected marketing mix model to reach your goal.

    • Insight Plus: The [Insight Plus] is where you can gain additional insights from your MMM reports, including the carry-over effect and more.

    Was this page helpful?

    Have any questions or suggestions?