Are You Actually Ready for MMM or Incrementality Testing?
MMM and incrementality testing can be a game-changer—or an expensive detour. Advanced measurement only works when the foundations are in place. This checklist helps you quickly confirm whether your org has the spend scale, data continuity, KPI clarity, and strategic flexibility needed to produce insights you can actually use—before you commit time, budget, and political capital.
Download Your Measurement ChecklistHow does the Measurement Checklist work?
Audit your own plan to prove which channels are driving real growth and which are stealing credit.
01.
Validate investment scale + channel diversity
Make sure there’s enough signal (and mix) to measure anything reliably.
02.
Assess KPI alignment + journey length
Confirm you’re measuring the right outcomes and that the purchase cycle supports meaningful analysis.
03.
Confirm data continuity + geo considerations
Check whether your data history is consistent enough (and your market setup clean enough) to avoid noisy conclusions.
04.
Identify gaps before modeling/testing
Get a clear “ready/not ready” call—and the specific fixes required to get value from MMM or incrementality work.