A small firm, built around the work.

The MMM Doctor is a London-based independent advisory. We exist because the people who commission marketing-mix models – chief marketing officers, heads of effectiveness, finance partners with a media budget on their desk – too often find themselves accepting a model's conclusions on trust, because there is nobody in the room whose job it is to push back on the spec.

We are that pushback. Good Marketing Mix Modelling (MMM) is a combination of things: understanding the problem, understanding the data available, understanding the skills in the team and where the gaps are – and only then choosing the technology. Our job is to help you work through that in order, and to help the room read what the model is telling them with more confidence. We know the Marketing Mix Modelling vendors across the UK and internationally. No referral fees, no conflicts of interest: recommendations are made on suitability alone, and we say so in writing at the start of each engagement.

The firm was founded by John Dawson in 2022. John has spent twenty-five years in the discipline: an analyst at NewPHD (Omnicom) in the late nineties, on the Brand Science team that worked with BT, Costa Coffee and a clutch of P&G brands; a manager in Accenture's Marketing Sciences practice for six years, latterly the EMEA lead for the consumer and high-tech industry group, working with clients including Sony, Samsung and McDonald's; and co-founder and chief client officer of marketingQED for fifteen years, then managing director and co-founder of ScanmarQED – formed when marketingQED merged with Scanmar – until late 2021. He set up The MMM Doctor to do narrower, more independent work – advisory rather than software, deliverables you can sign off rather than dashboards you have to maintain.

John is one of the team. When the work needs it – a particular sector, a particular methodology, a delivery that overlaps with another commitment – senior associates with the right experience join. Every associate has at least a decade of marketing-mix work behind them, and most have run a measurement function client-side before moving on. We bring the team the work needs and no more.

We are UK-led, with international clients. Most engagements run in English, though we have worked across European markets and in North America. We are happiest in a room with a marketing leadership team and a finance partner who reads the appendix.

Our reading list is short, our stack is plain, and our preference is for shorter engagements that leave the in-house team better at what it already does. We measure ourselves on what changes in the room six months after we leave it.

If that sounds like the kind of help you are looking for, we are easy to reach at hello@themmmdoctor.com.