GeoLift and MMM are Two distinct approaches to measuring marketing impact, often misunderstood as interchangeable.

GeoLift (geographic lift testing) measures incremental impact by running controlled experiments across different regions - some exposed to a campaign (test group), others not (control group). It’s fast and straightforward but requires careful geographic segmentation and can be limited in scale or precision.

MMM (Marketing Mix Modeling), on the other hand, is a statistical method that analyzes historical data across all marketing and external factors to estimate the contribution of each channel to business outcomes. It’s broader and more scalable but also slower, more complex, and sensitive to data quality.

While both aim to quantify the true effect of marketing, their methodologies, use cases, and limitations are very different.

👉 For a deeper comparison - including how INCRMNTAL fits into the picture - check out this resource:
Comparing GeoLift Testing, MMM, and INCRMNTAL