If you’re not already familiar with media mix modelling (MMM), there’s a good chance you will be soon.
The method has been around since the 1950s, but its seen a resurgence in the digital age. It's a way of measuring the impact of various marketing channels and their contribution to business outcomes.
By looking at historical data, MMM can predict the likely outcomes of different marketing spends. As technology becomes more sophisticated, this process has gained popularity once again.
A survey by eMarketer found that 61.4% of marketers plan to enhance their strategies with advanced MMM in 2025. Almost a third (30.1%) said they trust MMM to most accurately determine key business drivers.
Back in 2022, Meta saw marketers using MMMs increase by 80% compared to the year before.
Why is it on the rise? A big factor is the growing opacity of data online. As regulations and online updates continue to emphasise privacy, marketers have lost access to a lot of data. MMM is privacy friendly, so it has become a central way to measure performance for many brands.
What does this mean for affiliate?
For the affiliate channel, MMM has historically not been a great friend. Affiliate typically has a smaller budget and harvests less data than other channels like display or paid search, which makes it harder to quantify its overall contribution. Additionally, affiliate is ‘always-on’, unlike more strictly defined campaigns – in turn, this can make it hard for MMM to understand its value.
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