Auditing and Rebuilding a Flawed Marketing Mix Model for a B2B SaaS Company

At a glance. Client: a B2B SaaS customer engagement company (anonymized). Scope: independent validation of a marketing mix model delivered by another firm. Result: the review found multiple errors in the original model, and I rebuilt the model so leadership could base budget decisions on sound estimates.

The Challenge

The company had paid another firm for a marketing mix model and was about to use its conclusions to set budgets. A mix model produces confident-looking numbers whether or not it is built correctly, and leadership wanted an independent check before acting on it.

Research and Diagnosis

I reviewed the model as a whole: its structure, its inputs, and the conclusions drawn from it. The review found multiple errors, any of which could have pushed budget decisions in the wrong direction.

What We Did

I documented each problem in terms the leadership team could act on, then rebuilt the marketing mix model so the channel estimates reflected the business as it actually operated.

What It Means

A marketing mix model is only as good as its construction, and most buyers have no way to check one. An independent review is a small cost next to the budget decisions a flawed model can drive, which is why model validation is part of every marketing audit I run.

Related services: Marketing Mix Modeling & Analytics | Marketing Audit & Diagnostic