Test your knowledge of the sequential workflow—from data prep to optimisation—outlined in Roberts’ 2025 MMM playbook.
Roberts’ 4‑Step MMM starts with **Data Collection & Cleaning** followed by ______.
Deployment
Optimization
Creative scoring
Model Specification
Specify functional form, adstock, and saturation assumptions before estimation. This structures the model for accurate fitting.
Step 3 is **Model Diagnostics**, which includes checking ______ residuals.
impression
ad reach
raw
autocorrelation in
Robust models should have residuals resembling white noise; lingering autocorrelation signals mis‑specification.
Final Step 4 converts coefficients into ______ recommendations.
pixel rules
budget allocation
keyword negatives
CPC bids
Simulation and optimisation turn response curves into actionable spend shifts across channels.
During Step 1, Roberts recommends harmonising spend data to a common ______.
gross rating
daily timezone
load time
weekly cadence
Consistent granularity avoids aggregation bias and aligns with business reporting cycles.
Outlier removal in Step 1 uses interquartile filtering on ______ variables.
KPI deltas
cookie age
URL length
creative names
Extreme week‑over‑week KPI jumps often stem from logging errors rather than real effects.
In Step 2, selecting adstock half‑life priors requires input from ______ stakeholders.
legal
facility
media strategists
HR
Domain experts provide realistic decay expectations, anchoring the priors used in estimation.
Step 3 includes **out‑of‑sample MAPE** to assess ______ accuracy.
tag
creative
geo
forecast
Hold‑out forecasting tests whether the model generalises beyond the estimation window.
Roberts suggests a KPI dashboard that visualises ______ curves per channel.
bounce
response
keyword
device
Response curves make it easy for executives to see diminishing returns and ROI thresholds.
Step 4 scenario planning runs spend re‑allocation under ______ constraints.
HTML size
total budget and guardrails
server tiers
cookie sync limits
Optimiser respects business constraints like minimum presence for brand channels or contractual spend floors.
Roberts advocates re‑estimating the MMM at least ______ to capture market changes.
quarterly
annually
once
daily
Frequent refreshes keep the model aligned with evolving media costs and consumer behaviour.
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
