Model Build Plan
Project Plan
Working document · yours to extendLive walkthrough included
ProjectCadence ·Model build engagement
A mix model with the assumptions on the page and the residuals on the holdout.
A build integrating digital and offline spend. Assumptions documented before the model runs. Geo-holdout validation, confidence ranges, residuals shipped with the output.
Inside the Dynamic Analytics & Backoffice layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Last-Click-Capped Analytics OperatorSignal · Active
The Last-Click-Capped Analytics OperatorChannel mix has outgrown what last-click attribution can explain. Brand, offline, and category-leading spend are doing work the platforms cannot see.
Signals firing the engagement
Last-click attribution under-credits brand and offline spend, structural reallocation calls cannot be defended
The board wants a contribution-margin model on the channel mix and the team has a screenshot
A platform algorithm change cannot be separated from a real efficiency shift without an incrementality read
Model Build Plan. The auditable artifact at model close.
A statistical marketing mix model integrating digital and offline spend, with documented assumptions, geo-holdout validation, and residuals on the page.
How the build runs.
Write access · documented cadence · operator-led
Phase 01 · Intake
Scope and access
Channel inventory, spend history, offline data sources, and external regressors confirmed. Read access provisioned across paid-media platforms, the warehouse, finance, and any offline reporting surfaces in scope.
Phase 02 · Data Audit
Source preparation and gap close
Spend, revenue, and external regressors decomposed and reconciled. Data gaps named and closed where possible, residual gaps documented as model boundary conditions.
Phase 03 · Build
Assumptions, priors, and model fit
Saturation curves, adstock, seasonality, and external regressors specified with documented priors. Model fit on training set, residuals scored.
Phase 04 · Validation
Holdout, handover, and audit trail
Geo-holdout validation run, residuals reported, confidence ranges signed. Build closes with the Model Build Plan and a live walkthrough.
Questions buyers ask before scoping MMM & Incrementality.
When do I actually need MMM versus a cohort or attribution audit?
When channel mix has grown beyond what last-click can explain, when offline or brand spend is unaccounted for, and when there is at least twelve to twenty-four months of clean spend and revenue history depending on seasonality.
How auditable is the model?
Every prior, saturation curve, and adstock parameter is named in the assumption ledger before the model runs. Residuals on holdouts are reported.
What if my offline data is messy?
Data gaps are named and closed where possible during the data-audit phase. Residual gaps are documented as model boundary conditions.
How does the model land into the operation?
Reweighting guidance ships with the model: which channels to expand, which to compress, sized to confidence.
Scope the MMM & Incrementality. Model Build Plan at handoff.
Integrated scopeEngineered cadenceModel Build Plan on handoff
After the projectSemantic Reporting Stack.Land the model into the operating dashboards. Same assumptions, every operator reads against them.Other engagements under Dynamic Analytics & Backoffice
Each is sold standalone or stacks with the others into a single foundational build.