MMM validation checklist
A structured pass over the parts of a marketing mix model that change budget decisions, before you treat ROI as fact.
Guide stub
This outline is a starter for teams self-checking an MMM. A full guide will expand each item with examples for Meridian, Robyn, and PyMC-Marketing. For a formal second opinion, see how we audit.
Outline
- Business question & identification: what decision does this model support?
- Controls & structure: seasonality, price, promo, hierarchy
- Media transforms: adstock/saturation choices and plausibility
- Priors & constraints: what is quietly driving results?
- Data integrity: coverage, leakage, alignment of spend and outcome
- Out-of-sample & holdout: does predictive performance hold?
- Sensitivity: seed, hyperparameter, and specification stability
- Decision stress-test: would a small misspecification flip the budget call?
Related: common misspecifications ยท calibration with lift tests
Need someone else to run the checklist?
That's the core of an independent MMM audit.