Which best describes your organization's current stage with MMM?
- Actively running MMM
- Ran MMM in the last 12 months
- Piloting/prototyping MMM
- Planning to start within 12 months
- Not planning MMM
Which decision areas does your organization currently use—or plan to use—MMM to inform?
- Budget allocation across channels
- Media mix within a channel
- Campaign flighting/timing
- Geographic allocation
- Creative/messaging strategy
- Pricing and promotions
- Scenario planning/forecasting
Which data sources do you use or plan to use for MMM?
- Paid media spend/impressions by channel
- Search (paid/organic) data
- Social platform data
- Website/app analytics
- CRM/marketing automation engagement
- Sales data by product/region
- Pricing and promotions
- Distribution/availability
- Brand tracking
- Competitor spend estimates
- Economic/weather/external factors
- Experiment/lift test results
Approximately how many distinct data sources are integrated (or planned) in your MMM dataset?
Accepts a numeric value
Whole numbers only
Which integration challenges are most significant for your MMM data pipeline?
- Inconsistent IDs/keys across sources
- Missing or incomplete historical data
- Different time grains (daily/weekly/monthly)
- Taxonomy and naming differences
- Data silos and access constraints
- Data latency or delayed availability
- Vendor definition changes over time
- Legal/privacy restrictions
What is the typical refresh cadence of your MMM dataset?
- Quarterly
- Monthly
- Weekly
- Daily
- Near real-time
How severe are the following data quality issues for MMM at your organization?
| Rows | Not an issue | Minor | Moderate | Major | Severe |
|---|
| Gaps or missing periods | • | • | • | • | • |
| Inconsistent definitions across teams | • | • | • | • | • |
| Outliers/anomalies | • | • | • | • | • |
| Timing misalignment across sources | • | • | • | • | • |
| Identity resolution/linking | • | • | • | • | • |
| Channel taxonomy changes | • | • | • | • | • |
Overall, how ready is your organization to leverage MMM for decisions in the next 12 months?
Range: 1 – 10
Min: Not readyMid: Moderately readyMax: Fully ready
Rank the biggest inhibitors to effective MMM at your organization (drag to order, most limiting at the top).
Drag to order (top = most important)
- Data quality and coverage
- Analytics talent/ownership
- Budget constraints
- Stakeholder buy-in
- Fragmented martech/data stack
- Time and bandwidth
Which governance practices are in place for MMM-related data and models?
- Documented data dictionary/definitions
- Data catalog or lineage tracking
- Named data owner/steward
- SLA for data refresh and issue resolution
- Formal QA/validation checklist
- Access controls/role-based permissions
- Change log/versioning for datasets/models
- Model governance committee/review
- Documented data retention policy
How confident are you that your MMM workflow complies with privacy regulations and internal policies?
Scale: 10 (star)
Min: Not confidentMax: Very confident
What best describes your current or planned MMM approach?
- In-house team
- External vendor/consultancy
- Hybrid (in-house + partner)
- Automated cloud service
- Open-source stack built internally
- Not sure / evaluating
Which validation methods do you use to assess MMM reliability?
- Time-based cross-validation (rolling origin)
- Holdout/out-of-time testing
- Alignment with experiments/incrementality tests
- Back-testing on historical shocks
- External benchmarks/market events sanity-check
- Business stakeholder review
Attention check: To confirm you are paying attention, please select "I acknowledge" only.
- I acknowledge
- I do not acknowledge
- Prefer not to answer
What is your primary role?
- Marketing leader
- Growth/performance marketer
- Media/activation
- Data science/analytics
- Finance/revenue operations
- Product/CRM
- Consultant/agency
- Other
- Prefer not to say
How many years of experience do you have in marketing and/or analytics?
- Less than 1
- 1–3
- 4–6
- 7–10
- 11–15
- 16+
- Prefer not to say
Approximately how many employees does your organization have?
- 1–49
- 50–249
- 250–999
- 1,000–4,999
- 5,000+
- Prefer not to say
Which industry best describes your organization?
- Retail/ecommerce
- Consumer packaged goods (CPG)
- Technology/software
- Financial services
- Media/entertainment
- Healthcare/pharma
- Travel/hospitality
- Automotive
- Other
- Prefer not to say
What is your organization’s primary region of operation?
- North America
- Latin America
- Europe
- Middle East & Africa
- Asia-Pacific
- Global
- Prefer not to say
What is your level of influence on paid media budget decisions?
- Final decision maker
- Recommender/approver
- Contributor/analyst
- No direct role
- Prefer not to say
What change would most improve your MMM effectiveness in the next 6–12 months?
Max 600 chars
AI Interview: 2 Follow-up Questions on your MMM responses
AI InterviewLength: 2Personality: Expert InterviewerMode: Fast Thank you for completing the survey—your responses have been recorded.