Marketing mix modeling and incrementality,
measured properly.
Platform dashboards all claim credit. Marketing mix modeling and incrementality testing show what really drives sales. I help brands build, calibrate and act on MMM, using open-source tools such as Google's Meridian alongside geo and holdout tests, so budget moves to the channels that genuinely grow revenue. I've led paid media and measurement across 35+ markets and €1bn+ in spend.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLD'S BIGGEST BRANDS
WHO I WORK WITH
Measurement for brands that need the real answer.
Whether you're a multi-market enterprise or a fast-growing brand spending across several channels, the goal is the same: decisions based on incremental impact, not last-click credit.
FOR GROWING BRANDS
Know what your marketing really drives
Lightweight MMM and lift tests sized for brands spending across Google, Meta and offline channels, so you can scale with confidence instead of guesswork.
FOR ENTERPRISE
Multi-market measurement that holds up
MMM programs, calibration with geo experiments, unified reporting and governance across markets, built to stand up in budget meetings.
WHAT'S INCLUDED
From model to budget decision.
Measurement only matters if it changes where the money goes. Every engagement ends in a clear allocation plan.
01
Marketing mix modeling
​Build or review an MMM that estimates each channel's contribution to sales, ROI and diminishing returns.
02
Incrementality & lift tests
Geo experiments, holdouts and conversion lift studies that prove what's incremental and calibrate the model.
03
Budget re-allocation
Scenario planning that shows where the next dollar works hardest, by channel and market.
04
Data foundations
First-party data, consistent taxonomy and clean spend and sales data: the inputs every reliable model depends on.
05
Multi-market governance
One measurement framework across markets and agencies, so results are comparable and decisions are consistent.
06
Automated reporting
Dashboards that bring MMM, lift tests and platform data together in one view your leadership team can use.
WHY A CONSULTANT
An independent measurement consultant vs a platform or agency
Platforms and agencies often grade their own homework. Here's how an independent, senior consultant compares. Read the full comparison: consultant vs agency →
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
With a retained agency
Mixed account team
With a full-time senior hire
One senior salary
✓ With George Mortimer
Director-level, on demand
Speed to impact
With a retained agency
Slowed by layers & onboarding
With a full-time senior hire
Three to six month ramp-up
✓ With George Mortimer
Diagnostic within weeks
Primary focus
With a retained agency
Campaign delivery & output
With a full-time senior hire
One role's bandwidth
✓ With George Mortimer
Systems & operating model
Commercial model
With a retained agency
Long fixed retainers
With a full-time senior hire
Permanent headcount cost
✓ With George Mortimer
Scoped to the objective
What's left behind
With a retained agency
Ongoing dependency
With a full-time senior hire
Capability tied to one person
✓ With George Mortimer
Embedded systems & playbooks
✓ George Mortimer
Operator level
Director-level, on demand
Speed to impact
Diagnostic within weeks
Systems & operating model
Primary focus
Scoped to the objective
Commercial model
Embedded systems & playbooks
What's left behind
Retained agency
Operator level
Mixed account team
Speed to impact
Slowed by layers & onboarding
Campaign delivery & output
Primary focus
Long fixed retainers
Commercial model
Ongoing dependency
What's left behind
Full-time senior hire
Operator level
One senior salary
Speed to impact
Three to six month ramp-up
One role's bandwidth
Primary focus
Permanent headcount cost
Commercial model
Capability tied to one person
What's left behind
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
A GENUINE PARTNER
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
FREQUENTLY ASKED QUESTIONS
Marketing mix modeling, answered
Marketing mix modeling (MMM) is a statistical method that estimates how much each marketing channel, along with factors such as seasonality and pricing, contributes to sales. It uses aggregated data, so it works without user-level tracking and measures offline as well as online channels.
MMM estimates the contribution of every channel over time. Incrementality tests, such as geo experiments or holdouts, measure the causal impact of one channel or campaign directly. The strongest approach uses lift tests to calibrate the model.
Typically two to three years of weekly sales and spend data across your main channels, although shorter histories can work with careful design and calibration. I'll assess your data on our first call.
Attribution assigns credit to tracked user journeys and is useful for in-platform optimization, but it misses offline channels and over-credits the last touch. MMM and incrementality testing show true contribution. Most brands benefit from using them together for different decisions.
It depends on your data and team. Options include open-source frameworks such as Google's Meridian and Meta's Robyn, or vendor solutions. I'll recommend the approach your team can maintain and act on.
A first model and recommendations usually take several weeks, depending on how ready your data is. Lift tests add time but make the results far more reliable. The timeline is agreed at the start.
No. Large multi-market brands benefit most, but growing brands spending across several channels can use lighter-weight models and lift tests to make better budget decisions.
Not sure where to start?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com