Marketing Mix Modeling is a measurement and attribution methodology based on econometrics that uses a "top>down" approach correlating between ad spend and performance. Known as "MMM" a Marketing Mix Modeling framework will create multiple models to identify correlation between marketing 4 Ps and performance (Price, Product, Promotion, Place). MMM was invented in the 1950s as a method to attribute the relationship between advertising across various mediums (Print, OOH, TV, Radio) , changes in product pricing, changes in location. an MMM was also used to predict an outcome based on a mix of mediums and changes.