Media mix modeling, explained for operators.
Media mix models infer how channels drive outcomes from historical variation in spend and baseline demand. They are strongest for strategic reallocation; multi-touch attribution is stronger for week-to-week tactical decisions. Horrazon keeps both in sync so teams do not optimize to conflicting stories.
Plain definition: MMM answers “If we reallocated spend across channels, how would revenue likely respond?” using statistical priors and observed volatility—not only last-click paths.
Good fit scenarios
- Heavy channel overlap where touch-level data alone is insufficient
- Long sales cycles or sparse conversion volume for frequent geo tests
- Board-level reporting that requires intervals, not single-point ROAS
Model cards in Horrazon document assumptions, refresh cadence, and stability diagnostics so analysts can defend outputs internally.
See scenarios in product
Review example reallocations with confidence bands, then connect your own spend and revenue series.