MMM & Measurement Readiness Audit: Find the Gaps Before Your Next Budget Cycle
Gui Diaz-Berrio
Led measurement for €100M+ in ad spend at Kindred Group & Just Eat Takeaway
Who this is for
You're a measurement lead, analytics head, or agency strategist who inherited an MMM, attribution setup, or experimentation stack you don't fully trust. Your next planning cycle is weeks away and you need to know what's load-bearing, what's broken, and where budget should actually go — before the CMO asks.
What you get
Written diagnostic report (10–15 pages) delivered within 1 week of kickoff
60-minute readout call to walk through findings and answer questions
Prioritized fix list: urgent / important / ignorable
One week of email follow-up after the readout for clarifying questions
What I review
MMM model specification — adstock, saturation, controls, validation, decomp quality
Attribution setup and where it drifts from MMM (or reality)
Experimentation cadence — geo-lifts, holdouts, incrementality design
Vendor deliverables if you work with Nielsen, Analytic Partners, or a boutique — I'll flag where their assumptions disagree with your business
AI-enabled workflow gaps where Claude Code or similar tooling would compress cycle time
Explicitly out of scope
Rebuilding your MMM or attribution system (that's a separate engagement)
Hands-on code work in your repo
Vendor procurement or contract negotiation
Non-marketing analytics audits
About Gui
I run Pinemarsh — MMM, incrementality, and causal analytics consulting. I teach the Marketing Science Bootcamp on Maven (5.0 rating). Prior to consulting, I led measurement work across agencies and in-house analytics teams.