Media mix modeling is a data-driven approach used by marketers to analyze and optimize the effectiveness of their advertising campaigns across various media channels. It involves collecting and analyzing data from different media platforms, such as television, radio, print, and digital, to determine the most effective combination of media channels for reaching a target audience and achieving marketing goals. This method allows marketers to make informed decisions about where to allocate their advertising budget and how to adjust their strategies for maximum impact. By utilizing media mix modeling, businesses can gain valuable insights into the performance of their marketing efforts and make data-driven decisions to drive success.