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
Step 3 is Model Diagnostics, which includes checking ______ residuals.
impression
ad reach
raw
autocorrelation in
Final Step 4 converts coefficients into ______ recommendations.
pixel rules
budget allocation
keyword negatives
CPC bids
During Step 1, Roberts recommends harmonising spend data to a common ______.
gross rating
daily timezone
load time
weekly cadence
Outlier removal in Step 1 uses interquartile filtering on ______ variables.
KPI deltas
cookie age
URL length
creative names
In Step 2, selecting adstock half‑life priors requires input from ______ stakeholders.
legal
facility
media strategists
HR
Step 3 includes out‑of‑sample MAPE to assess ______ accuracy.
tag
creative
geo
forecast
Roberts suggests a KPI dashboard that visualises ______ curves per channel.
bounce
response
keyword
device
Step 4 scenario planning runs spend re‑allocation under ______ constraints.
HTML size
total budget and guardrails
server tiers
cookie sync limits
Roberts advocates re‑estimating the MMM at least ______ to capture market changes.
quarterly
annually
once
daily
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.
