MMM Agent
Allocate budget with data, not guesswork
Measure channel contribution beyond last-click with modern open-source MMM (Google Meridian, Meta Robyn). Simulate optimal allocation scenarios.
Last-click captures only the tail end of the funnel
MMM models the full funnel to reclaim true contribution
| Legacy attribution | Modern MMM (Meridian · Robyn) | |
|---|---|---|
| Attribution | Last-click-centric | Full-funnel contribution |
| Unit of analysis | Per-channel only | Channel interactions included |
| Decision-making | Gut-feel allocation | Simulation-based optimization |
| Upper funnel | Underweighted | Brand · CTV contribution measured |
Attribution
Unit of analysis
Decision-making
Upper funnel
What reallocation improves
Accurate attribution drives more revenue from the same spend
+34%
Global ROAS lift
-22%
Wasted channel spend
×2.1
Attribution accuracy
* Based on MarketFit Lab growth-project averages. Results vary by environment.
What MMM Agent helps you do
From modern MMM (Meridian · Robyn) to budget simulation
Unified channel ingest
Auto-consolidates spend and performance from Meta, Google, TikTok, and more.
Modern MMM engines
Bayesian contribution estimation via Google Meridian and Meta Robyn.
Budget simulation
Simulate allocation scenarios and surface the optimal mix.
Cross-channel analysis
Go beyond last-click — measure upper-funnel channel contribution.
Real-time dashboard
Monitor channel performance and optimal allocation continuously.
Cross-channel ROAS optimization
Maximize return across your full marketing asset, not a single campaign.
How it works
Four steps from ingest to reallocation
Ingest
Unify data
Auto-ingest spend and performance across channels
Model
Run MMM
Train contribution models with Meridian and Robyn
Attribute
Measure
Quantify real channel contribution across the full funnel
Optimize
Reallocate
Simulation-driven optimal scenarios
Why MFL ARMY
Beyond last-click,
reclaim full-funnel contribution
MarketFit Lab's channel expertise, combined with modern open-source MMM
250+
Growth-project depth
7 years of channel analysis and ROAS improvement know-how
Meridian · Robyn
Modern MMM side-by-side
Bayesian MMM from Google and Meta for scientific contribution estimation
Plugs into your stack
Connect to MMM engines, ad data, and analytics to start measuring contribution immediately
Pairs well with
Combine with other ARMY agents to cover the full funnel