A marketer wants to analyze the return on investment (ROI) for media. Besides attribution, what method should they use?

A marketing mix model (MMM) is a statistical analysis that helps marketers understand the impact of various marketing inputs (like advertising spend, promotions, and pricing) on sales and ROI. It's particularly useful for measuring the effectiveness of different media channels over time, accounting for factors beyond just direct attribution. Conversion lift measures the incremental impact of an ad campaign on conversions for a specific ad platform, not the holistic ROI across all media. Smart Bidding is an automated bidding strategy, not a measurement methodology for ROI. Viewable CPM (cost per mille) is a pricing model and metric for ad impressions, not a method for analyzing overall media ROI.