Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10
London and UK

Choosing an MMM agency in London

Most MMM pitches look identical on paper. What separates a useful London econometrics partner from an expensive report is UK data fluency, experiment calibration, refresh speed, genuine ownership and a decision layer that gets recommendations implemented.

twenty10 is a decision econometrics practice based in Shoreditch, London. We build Bayesian MMM on UK media, retail and macro data, calibrate it against UK regional geo tests, and refresh it in hours so it informs weekly trading decisions rather than an annual review.

Five things to test in a pitch

UK data fluency, not a US template

Ask which UK sources the model ingests. A credible London partner works with Barb TV impacts, Route out-of-home audiences, RAJAR radio delivery, JICMAIL, Nielsen or Kantar retail sales, ONS macro series and weather. Media spend alone over-credits digital in UK markets.

Calibration through experiments

A model that has never been tested against a geo or lift experiment is an opinion. UK regional TV areas, Sky AdSmart, regional radio and postcode-level digital all support clean test and control splits. Ask how the agency calibrates, and how often.

Refresh speed measured in hours

Quarterly refresh means the answer arrives after the decision. Ask what happens when next week's plan changes: can the model be re-run and re-optimised the same day, or does it go back into a queue?

Ownership and knowledge transfer

The model, the code and the documentation should end up in your environment, with your team able to interrogate it. Insist on that in the contract, otherwise you are renting an answer rather than building a capability.

A decision layer, not a deck

Decomps and ROIs are inputs. What earns the fee is scenario planning, budget optimisation, and a named owner and tracked outcome for every recommendation. Ask to see how previous recommendations were implemented and what happened.

Where to go next

Briefing an MMM partner this quarter?

Start with a 30-minute Clarity Score conversation: where your measurement, alignment and decisioning sit today, and what to do first.

Talk to twenty10