About

Independent by design

MMM Audit is a focused offering for teams who need a credible second opinion on their marketing mix model, without a sales agenda for a particular stack or vendor.

We combine deep technical expertise in Bayesian and causal inference with in-house marketing effectiveness leadership. Two of our specialists are IPA Effectiveness Awards technical judges. The work is delivered with Tyedal, alongside partners at Inference Works and practitioners working day-to-day in in-house measurement.

We never audit a model any of us built or contributed to. If the right answer is a rebuild, we say so, and we will not quietly pitch ourselves as the only option.

The team

Three specialists, one independent check

Joe Wilkinson
Analytics & in-housing

Joe Wilkinson

15+ years in marketing analytics across FMCG, automotive, retail, and e-commerce. Founder of Tyedal and IPA Effectiveness Awards technical judge (2026).

Tyedal LinkedIn IPA judge
Dr Ben Vincent
Technical lead

Dr Ben Vincent

Bayesian data scientist & causal inference specialist. Director of Inference Works, lead developer of CausalPy, contributor to PyMC-Marketing.

Inference Works GitHub
Nadya Ochirova
Decision-led measurement

Nadya Ochirova

Measurement specialist who has sat on both sides of the model — econometrician first, then budget owner. Built measurement in-house, and now helps clients do the same through Nous Analytics. IPA Effectiveness Awards technical judge (2024).

LinkedIn IPA judge

Talk to us

Book a short call, or email hello@mmm-audit.com.

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