Attribution & Marketing-Mix Modelling Interview Questions & AnswersAnalytics & Measurement Interview Questions & Answers

Roberts’ 4-Step MMM Process

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.

Getting comfortable with Roberts’ 4-Step MMM Process Interview Questions gives you a clear roadmap for building and validating robust mix models. Start by exploring the Attribution & Marketing-Mix Modelling interview questions to see how each step ties into your overall strategy. Next, sharpen your metric alignment skills with the KPI alignment interview MCQs so you know which performance indicators to prioritize. Then dive into timing nuances by reviewing the adstock lag functions interview guide to master decay patterns. Finally, solidify your model integrity by tackling the multicollinearity remedies practice questions before your big day.

Hi, I am Aniruddh Sharma. I’m a digital and growth marketing professional who loves transforming complex strategies into simple, interactive learning experiences. At QuizCrest, I design marketing quizzes that cover SEO, Google Ads, Meta Ads, analytics,…

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