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?
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?
How severe are the following data quality issues for MMM at your organization?
Overall, how ready is your organization to leverage MMM for decisions in the next 12 months?
Rank the biggest inhibitors to effective MMM at your organization (drag to order, most limiting at the top).
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?
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.
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- I do not acknowledge
- Prefer not to answer
What is your primary role?
How many years of experience do you have in marketing and/or analytics?
Approximately how many employees does your organization have?
Which industry best describes your organization?
What is your organization’s primary region of operation?
What is your level of influence on paid media budget decisions?
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
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