Feeling ready to explore the econometric foundations of MMM? Or just need the right academic reference? We have compiled the best resources available, as recommended by Kevin Gray, marketing researcher with over 30 years experience.
For MMM-focused references, the following 2 textbooks are best to start with:
In addition, I found great value in these 2 books as well:
Econometrics is a very large discipline and can be easy to get lost in. In addition, many statistical methods employed by econometricians are also utilized by researchers in other fields. For additional references, see the Cannon Gray library.
Here are some interesting papers that made significant contributions to the practice of MMM:
https://research.google/pubs/challenges-and-opportunities-in-media-mix-modeling/
https://research.google/pubs/geo-level-bayesian-hierarchical-media-mix-modeling/
https://research.google/pubs/bias-correction-for-paid-search-in-media-mix-modeling/
https://arxiv.org/abs/2504.06212
https://arxiv.org/abs/2403.14674