Letter M

MCP (Model Context Protocol) is a standard by which AI tools connect to external systems: CRM, databases, API. "USB port" for agents.

Midjourney is a best quality image by text generator for marketing visuals.

MMM (Marketing Mix Modeling) is an econometric model: it evaluates the contribution of each channel to sales based on historical data, without tracking users.

MMP (Mobile Measurement Partner) is an independent attribution platform for mobile applications: AppsFlyer, Adjust, AppMetrica.

MQL (Marketing Qualified Lead) - a lead that meets the ICP criteria and has shown interest: registered, downloaded materials, visited the site.

MRR (Monthly Recurring Revenue) is monthly recurring revenue from active subscriptions, the operational pulse of a SaaS business.

MTA (Multi-Touch Attribution) - conversion attribution to several channels involved in the customer’s journey, and not just the first or last touch.

Multimodality is the ability of a model to work not only with text, but with pictures, video and audio: both understand them and generate them.