Question 1

What is MMM-Lite?

Accepted Answer

MMM-Lite is a lean, privacy-first marketing mix model that reads aggregate weekly spend and outcomes to estimate each channel's contribution and marginal ROAS. No user-level tracking, no cookies — just spend, revenue, and a few controls. It's the same approach AAJ uses inside the six-week sprint, packaged so a small team can run it themselves.

Question 2

How much data do I need?

Accepted Answer

You'll need 26–52 weeks of weekly data, with spend that has actually varied across channels (constant spend teaches the model nothing). Weekly granularity is the sweet spot for most Seed–Series B teams — daily is noisier, monthly loses signal.

Question 3

Is the code really free?

Accepted Answer

Yes — MIT-style, use it, adapt it, keep it. The paid version is the six-week MMM-Lite Sprint where we build it on your data with a live incrementality test running alongside. See /services/mmm-lite-sprint.

The MMM-Lite Starter Kit

What this resource helps you do