¿Qué tipo de estudio mide el impacto relativo de las distintas fuentes de publicidad a lo largo del tiempo?

Marketing Mix Models (MMM) analyze historical data to quantify the impact of various marketing inputs (like advertising spend, promotions, and pricing) on sales or other key performance indicators over time. This allows businesses to understand the relative effectiveness of different advertising sources and optimize future spending. Brand reach measures the total number of unique individuals exposed to an ad, but doesn't quantify impact or compare sources. Mobile Measurement Partners (MMP) track app-related metrics like installs and in-app events, primarily for mobile campaigns, and don't provide a holistic view across all advertising sources.