Pinemarsh Consulting
Marketing Measurement Audit
An independent, senior diagnostic for marketing leaders who need to defend budget decisions as analytics workflows get faster, more automated, and more AI-assisted. Three to four weeks. Fixed fee: $6,000. Run by a published marketing analytics author — not a vendor.
No forms. No pitch deck. Just a scoping conversation.
Why this now
Measurement risk has changed.
Most teams are not replacing their measurement stack overnight. They are adding AI around it: analysts using ChatGPT or Claude, automated reporting, notebook assistants, internal agents, vendor copilots, and faster executive summaries.
That creates a new risk: weak attribution, stale MMMs, poor experiment design, or messy tracking can now be turned into confident recommendations faster than before.
The audit checks both the measurement foundations and the AI-assisted workflows built on top of them.
We inspect
- → The decisions your measurement is supposed to support
- → The evidence behind those decisions
- → Where attribution, MMM, experiments, and tracking are fragile
- → Where AI-assisted analysis may amplify weak assumptions
- → What controls, checks, or evals would make the workflow safer
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.
- → Your team is already using AI tools, copilots, notebooks, or automated reports in marketing analysis, and you are not sure what should be trusted.
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.
- × You want someone to rubber-stamp AI-generated analysis without inspecting the underlying measurement assumptions.
What you get
Eight 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.
AI-assisted workflow risk review
Where analysts, vendors, dashboards, notebooks, copilots, or agents are summarising, transforming, or recommending from measurement data — and what controls are missing.
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.
No slide decks by default. A board-ready 6-slide summary is available on request (+£500) when the audit needs to travel internally.
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.
Across those pillars, we also inspect any AI-assisted analysis or reporting workflows already in use: prompts, notebooks, agents, automated summaries, vendor copilots, and recurring reports where available.
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
- — Building production AI agents or replacing your analytics team
"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. Review of recurring reports, notebooks, AI-assisted analysis, or agent/copilot outputs where relevant. ~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, and a recommended next-step engagement. If a dedicated working session or build plan is needed, we scope it after the readout.
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
One audit. Fixed price. Private scope variants after discovery.
Most teams do not know whether they need a light review or a deeper engagement before discovery. The public offer is one senior diagnostic; if the problem is clearly narrower or wider, we say so before you sign.
Marketing Measurement Audit
$6,000
Fixed fee for the standard audit scope.
- · 2–3 concrete decisions in scope
- · 3–5 stakeholder interviews
- · Review of relevant systems, reports, MMMs, attribution, experiments, planning cadence, and AI-assisted analysis where relevant
- · Executive memo + detailed appendix
- · Prioritised gap list and recommended next-step engagement
- · 60–90 min live readout
Payment terms
- · 50% to book kickoff
- · 50% before readout
- · Corporate PO or net-30 terms agreed before kickoff if procurement requires it
Private variants
- · Narrow diagnostic: $3,500, proposed only when discovery shows a genuinely limited one-decision scope
- · Expanded audit: $10,000–12,000 for multi-region, multi-BU, or deep MMM/vendor review
- · Board-ready summary or follow-on working session quoted when needed
Discovery is used to confirm fit, tighten scope, and make sure the fixed-fee audit is the right shape before any SOW is signed.
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?
+
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?
+
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?
+
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.
Do you audit AI tools or marketing measurement?
+
Both, but measurement comes first. The audit asks whether your marketing decisions are supported by credible evidence. If AI tools, copilots, agents, notebooks, or automated reports are part of that workflow, we inspect where they may amplify weak assumptions or produce overconfident recommendations.
Do you build AI agents as part of the audit?
+
No. The audit may recommend controls, evals, workflow changes, or a follow-on Guided Build, but the fixed-fee audit is diagnostic. It does not include building production agents, dashboards, or tracking implementations.
What if our problem is narrower or wider than the standard audit?
+
We use discovery to make that call before any SOW is signed. A genuinely narrow one-decision diagnostic can be scoped privately at $3,500. Multi-region, multi-BU, or deep MMM/vendor reviews are quoted as expanded audits.
How do payments work?
+
The standard audit is $6,000: 50% to book kickoff and 50% before the readout. If your procurement process requires PO or net-30 terms, we agree that before kickoff.
Will you try to sell us a measurement platform afterwards?
+
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?
+
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?
+
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