The Scenario
A large South African retailer spends R5M/month across TV, radio, digital, outdoor, and in-store promotions. The CMO wants to know which channels are over- and under-invested. An analytics consultancy will build the MMM, but they need a clear brief from the marketing team.
The Brief
Write the requirements brief for the MMM project. Specify the data inputs needed, the expected outputs, the business questions it must answer, and how the team will use the results.
Deliverables
- Data requirements: which datasets are needed (media spend by channel × week, sales data, pricing, weather, competitor activity, etc.)
- Business questions: the 3-5 specific questions the MMM must answer
- Expected outputs: what the model should produce (channel ROI curves, optimal budget allocation, saturation points)
- An implementation plan: how the marketing team will use MMM outputs in quarterly budget planning
Submission Guidance
An MMM is only as good as its inputs. If you do not include external factors (seasonality, competitor promotions, economic conditions), the model will attribute their effects to your media spend.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.