เปรียบเทียบวิธี

	การสร้างแบบจำลองส่วนประสมทางการตลาด	มูลค่าตลอดช่วงชีวิตของลูกค้า
สาขาวิชา	การตลาด	การตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2001	1996
ผู้ริเริ่ม	David Hanssens, Leonard Parsons, and Randall Schultz	Robert Blattberg and John Deighton
ประเภท	Econometric modeling methodology	Financial modeling methodology
แหล่งต้นตำรับ	Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market Response Models: Econometric and Time Series Analyses (2nd ed.). Kluwer Academic Publishers. ISBN: 978-0792372158	Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191
ชื่อเรียกอื่น	MMM, Econometric Modeling, Attribution Modeling	CLV, LTV, Customer Value
ที่เกี่ยวข้อง	5	5
สรุป	Marketing Mix Modeling (MMM) is an econometric methodology for estimating the impact of various marketing activities (advertising, pricing, promotions, distribution) on sales or other business outcomes. Developed through work by Hanssens, Parsons, and Schultz, MMM integrates time-series data on marketing spend, sales, and market factors to quantify the return on investment for each marketing channel and inform budget allocation decisions.	Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer.