The MMM Audit: Recreate findings to ensure accuracy

Approach

This is a more detailed review of a MMM than the MMM Project Review. The Audit will commence with a questionnaire being sent to the analyst and client to complete. There will then be a series of meetings to review the inputs and models; to run through the validation and a final meeting to review recommendations (3 x up to 90 mins). In the Audit, we will:

1. Review the brief
2. Review findings vs. the brief checking in particular for the appropriateness of recommendations
3. Validate MMM models created vs. source code supplied by the creator ensuring that model can be replicated. In the case where models cannot be supplied for technical reasons, we will conduct a technical review with the model builder to validate their approach having first issued a detailed questionnaire on the methodology used.
4. Review statistical outputs to ensure that any assumptions and risks are clear for all users
5. Review output materials (spreadsheet tools and other deliverables which aren’t documents POA) and check communication of insights / recommendations is clear (and where not, make recommendations on how to fix this)

Deliverables

Outputs: A short written report which summarises the findings and recommendations proposed by our expert analysts together with a recreation of the models supplied validating their replicability.