A structured review of how your organisation turns marketing investment into evidence-based decisions, people, data, technology, process, and whether results actually change spend.
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A strong MMM sitting on weak data, unclear ownership, or a culture that ignores inconvenient results won't improve decisions. Likewise, great people with fragmented tools and no operating rhythm burn out before they create impact.
This audit looks at the full effectiveness system, not just the maths, so you know where capability is solid, where it's fragile, and what to fix first.
We assess each pillar independently, then look at how they connect. Strengths in one area rarely compensate for gaps in another.
Skills, incentives, and the willingness to act on evidence, even when it's uncomfortable.
Coverage, quality, governance, and whether inputs can support the questions leadership asks.
Tools, platforms, and model stack, fit for purpose, maintainable, and free of lock-in traps.
How measurement is planned, run, quality-checked, and tied into planning and investment cycles.
Whether outputs change decisions, budgets, and creative, with clear ownership of follow-through.
Effectiveness is a human system before it is a technical one. We look at who owns measurement, how teams collaborate, and whether the organisation rewards learning or theatre.
Do you have the right mix of analytical, commercial, and media skills, in-house or partnered, for the ambition you've set?
Is measurement dependent on a single individual or vendor relationship, or is knowledge shared and documented?
Are teams rewarded for defending channel budgets, or for improving the evidence base and reallocating honestly?
Do finance, brand, and performance treat measurement as a shared language, or as a battleground for competing narratives?
Every model and dashboard is only as good as what feeds it. We assess whether your data estate can support the decisions you want to make, now and next year.
Media, sales, pricing, promotions, distribution, brand, and external factors, what's measured, what's missing, what's guessed.
Definitions, transformations, and join logic. Can you trace a KPI from source to slide without tribal knowledge?
Who can change definitions? How are privacy, consent, and commercial sensitivity handled across partners?
Granularity, history, and consistency needed for MMM, experiments, and forecasting, without heroic cleaning each cycle.
Tools should serve the operating model, not the other way around. We review your stack for fitness, maintainability, and the risk of black-box dependency.
MMM, attribution, experimentation, dashboards, and planning tools, do they cover the full evidence hierarchy?
Can your team inspect, challenge, and reproduce outputs, or are you renting a black box with a slide deck?
How data moves from source systems into models and back into planning tools without spreadsheet glue.
Where in-housing makes sense, where partners add leverage, and where tool sprawl is creating cost without insight.
Good measurement needs a rhythm: planning, delivery, quality control, and a clear path into investment decisions. We map how work actually gets done.
How measurement informs annual planning, in-year reallocation, and post-campaign learning, not just end-of-year reviews.
What checks exist before results are shared? Who signs off methodology changes, new channels, or model refreshes?
How lift tests and geo experiments are prioritised, designed, and used to calibrate broader models.
Briefs, acceptance criteria, and challenge processes so external work meets the same standard as internal work.
The value of measurement is realised only when it changes something. We examine whether insights reach the right people, in time, with decision rights attached.
Who can move budget based on evidence? Are recommendations owned, deferred, or quietly ignored?
Are outputs framed for the audience, board, brand, performance, without losing the integrity of the finding?
Do you track whether recommended changes were made, and whether outcomes matched the forecast?
Where platform ROAS, last-click, or brand KPIs override incrementality, and how the organisation resolves that tension.
We combine stakeholder interviews, artefact review, and structured scoring, then leave you with a prioritised roadmap, not a 200-page shelfware report.
Agree which markets, brands, and teams are in scope. Identify the people and artefacts we need access to.
Week 1Interviews across marketing, analytics, finance, and agencies. Review of data pipelines, models, tools, and recent decision cycles.
Weeks 2-3Each pillar is scored with evidence. We map dependencies, for example, where a technology gap is really a process or culture problem.
Week 4Leadership presentation with traffic-light scorecard, quick wins, and a sequenced capability roadmap. Optional deep-dive for technical teams.
Weeks 5-6At-a-glance strengths and gaps across people, data, technology, process, and results utilisation.
Documented findings with examples from interviews, artefacts, and decision cycles, not generic maturity slogans.
Sequenced actions by impact and effort, spanning quick process fixes through to longer capability builds.
A clear session for marketing and finance leaders, what matters, why, and who needs to own the next step.
You're investing in people and tools and want a clear baseline before you hire, buy, or reorganise.
You have models and reports, but budgets and creative still move on instinct or last-click metrics.
A new CMO, CFO, or growth agenda needs an honest read on what the effectiveness system can and cannot support.
Before you renew, switch, or in-house, understand what capability actually exists beyond the current partner.
You've invested in modelling and now need the surrounding people, process, and utilisation to catch up.
You need a structured answer to "can we trust how marketing effectiveness is run here?"
Led by practitioners who have built and judged marketing effectiveness programmes, including IPA Effectiveness Awards technical judges, in partnership with Inference Works and Nous Analytics.
Book a scoping call to discuss markets, stakeholders, and timeline, or send a message and we'll respond within one working day.