Pinemarsh Consulting
Marketing Measurement Audit
An independent, senior diagnostic for marketing leaders who can't credibly defend the next budget decision. Three to four weeks. From £2,500. Run by a published author — not a vendor.
No forms. No pitch deck. Just a scoping conversation.
This is for you if
- → You run marketing, growth, or analytics at a firm spending meaningful money on paid media (typically £5M–£200M revenue).
- → You can't credibly answer "is our spend incremental?" or "where does the next pound go?" — and you have decisions to back next quarter.
- → You need senior measurement judgment but can't justify a £150k full-time hire.
This is NOT for you if
- × You want a dashboard rebuild.
- × You want a tracking implementation (we can refer you).
- × You're looking for an attribution vendor to sell you a platform.
- × You want validation rather than findings.
What you get
Seven concrete outputs, each tied to a decision you actually need to make.
Decision-to-measurement map
Your top 2–3 marketing decisions, scored against what your current measurement can credibly support.
Attribution diagnosis
What your current attribution tells you versus what your team thinks it tells you. Biases named, specifically.
MMM rating
Readiness assessment (if you don't have one) or methodology and decision-fit rating (if you do).
Experimentation maturity score
Test design quality, statistical rigor, learning velocity, and the gaps blocking faster decisions.
Tracking & data-input risks
A methodology-level review of the inputs bottlenecking the above. We don't write GTM specs.
Forecasting & pacing review
How your media plan re-plans within the quarter, and where finance and marketing diverge.
Prioritised gap list + recommended next-step engagement
What to fix, in what order, with rough effort and cost. Vendor-neutral.
Delivered as: a 2–4 page Executive Memo, a Detailed Appendix (≤15 pages, for your analyst), and a 60–90 minute live Readout Session. At Plus, the readout extends into a 2–3 hour working session.
No slide decks by default. A board-ready 6-slide summary is available on request (included at Plus, +£500 at Essentials).
In scope
The six pillars
- 01 Decision-to-measurement alignment
- 02 Attribution methodology
- 03 MMM — readiness, quality, or decision-fit
- 04 Experimentation program
- 05 Tracking & data inputs (methodology, not implementation)
- 06 Forecasting, pacing & planning cadence
Depth per pillar is set by the decisions you bring into discovery. Some get a full memo section; others a paragraph. We never deliver a one-size sweep.
Out of scope
What we don't do
- — GTM / tracking implementation
- — Channel-strategy advice
- — Customer / LTV / segmentation analytics
- — Dashboard or report rebuilds
- — Vendor or platform pre-sales
"Gui served as a cornerstone of our UK Marketing Analytics function — working with a third-party MMM provider to ensure data quality and model robustness, and that results translated back to the business in an action-oriented way. He championed the shift toward robust incrementality testing, implementing rigorous test plans that brought a new level of scientific discipline to our marketing efforts."
— Will Cook, Head of UK Analytics, Just Eat Takeaway
How it works
Four phases. Three to four weeks, end to end.
Discovery call
30–45 min · free
We extract the 2–3 decisions you need to back. If we can't, we tell you the audit isn't the right fit and route you elsewhere.
Kickoff
60 min · after SOW signature
We agree scope, interview list, and access requirements. Access checklist issued same day.
Audit
2–3 weeks elapsed
Stakeholder interviews. System review. Data inspection. ~3–5 hours of your team's time. None of your time on synthesis.
Readout
60–90 min live · plus delivered memo & appendix
Findings, recommendations, recommended next-step engagement. At Plus, an extended 2–3 hour working session.
Total elapsed time: 3–4 weeks from access granted (not from kickoff).
Your team's time: ~3–5 hours total.
If access can't be granted within 10 business days of kickoff, the audit auto-pauses. We re-scope when you're ready.
Pricing
Fixed scope. Fixed price. Fixed timeline.
Essentials
£2,500
- · 1–2 stakeholder interviews
- · Executive memo + appendix
- · 60–90 min readout session
- · All six pillars covered; depth weighted to one named decision
Plus
£4,500
- · 3–5 stakeholder interviews
- · Executive memo + appendix
- · 60–90 min readout session
- · 2–3 hour working session to scope follow-on
- · All six pillars; depth weighted to 2–3 decisions
- · Board-ready 6-slide summary included
Larger engagements (multi-region, multi-BU, deep MMM model assessment) quoted privately after discovery.
About
Run by Gui Diaz-Berrio.
Founder of Pinemarsh and a published author in marketing analytics. 15+ years building and leading measurement teams — including four years at BMW Group (call-centre demand forecasting, CRM data quality), five years at Kindred Group (MMM, Shapley attribution, experimentation infrastructure, ~£20M media), and most recently advising Just Eat Takeaway on £100M+ of UK media.
Author of Data Analytics for Marketing (Packt Publishing, 2024). Teaches the Marketing Science Bootcamp on Maven. Certified in Causal Modeling in ML (Altdeep) and ML for Decision Making (Imperial College).
Where Gui has worked
BMW Group · Kindred Group · Just Eat Takeaway · Pinemarsh Consulting
What senior practitioners say
"Strategic Analytics professional, particularly skilled in problem solving."
"Extremely skilled in analytics, statistics, and coding with a very competent grasp of martech. Great at teaching, explaining, and leading."
"Set up a vision and a strategy to put data at the heart of every step of the marketing process."
FAQ
Questions buyers ask.
Do you sign an NDA?
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Yes, on request, before any data access. We provide a standard mutual NDA or sign yours.
What if we don't have GA4, an MMM, or a dedicated analytics team?
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We can still audit. The pillar weighting shifts — we'll spend more time on what's blocking you from getting there. Price doesn't change.
What systems do you need access to?
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Read-only access on your web analytics platform, ad platforms, attribution or MMM tool (if any), and your most recent quarterly marketing review. A full access checklist is provided at kickoff. If access isn't grantable, structured CSV exports work.
Will you try to sell us a measurement platform afterwards?
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No. We're vendor-neutral and take no referral fees. The audit names tools where relevant but never as pre-sales.
What if the audit leads to a bigger engagement?
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If the audit converts to a build engagement (Guided or Full) signed within 30 days, the audit fee comes off the build cost. No pressure to convert — the audit is a complete deliverable on its own.
What's your refund policy?
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None. The deliverable is fixed-scope, fixed-price, fixed-timeline. If we fail to deliver, we'll make it right. If the findings aren't what you hoped, that's diagnostic value — it's why you bought the audit.
Ready to scope a call?
30 minutes. We'll surface the 2–3 decisions you need to back, and you'll know in under an hour whether the audit is the right fit.
Or email Gui directly: guilherme.diazberrio@pinemarsh.com