The Open MMM Validation Framework
The first open-source standard for fair and transparent testing. Evaluate your MMM vendor with confidence — based on data, not just promises.Welcome to the future of model trust
The Open MMM Validation Framework is a universal, open-source toolkit to objectively test and compare any MMM solution. The framework is vendor neutral: it works with any MMM, open or proprietary. It’s transparent: all tests and code are open-source and reproducible. And the framework is designed to be business-focused, measuring what matters: accuracy, stability, and robustness of marketing ROI.
With the Open MMM Validation Framework, marketing teams can finally compare apples to apples. No more guesswork, just clear, objective results.
With the Open MMM Validation Framework, marketing teams can finally compare apples to apples. No more guesswork, just clear, objective results.
Download the whitepaper now
The Open MMM Validation Framework is completely open-source. Find out how to get your hands on the suite (for free and no strings attached) by downloading our whitepaper. Developers can contribute to the framework and apply it to any model.
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Empowering marketing teams with transparency
The industry’s evaluation and vendor selection process is broken. Most MMM customers must rely on sales decks, not real evidence. Until now there’s been no standard way to compare models — open-source or proprietary. This lack of transparency creates hidden costs and risks: the wrong vendor can waste millions and damage your marketing credibility.
Our mission is to empower marketers with transparent, objective tools for vendor evaluation — so decisions are based on data, not just trust.
Our mission is to empower marketers with transparent, objective tools for vendor evaluation — so decisions are based on data, not just trust.
Blake Rand
Group Head of Insights, Domino's
The tests that set the foundations
Our framework includes four core tests, each chosen for its direct relevance to business outcomes — the right tests for real-world marketing decisions.
Predictive accuracy testing reveals whether the model reliably predicts future results (MAPE, R²). Cross-validation tests whether the model is stable across time and changing market conditions. ROI stability considers whether channel ROI estimates stay consistent over time, or do they swing wildly?
Robustness analysis tests whether the model’s advice holds up when the data gets noisy or messy.
These tests expose unreliable models before they cost you money — not after.
These tests expose unreliable models before they cost you money — not after.
Rebalancing the playing field of MMM evaluation for marketers
The Open MMM Validation Framework sets a new standard for trust and performance, levelling the playing field between vendors and marketing teams. Standardized testing will make RFPs and vendor selection fast, fair, and evidence-based, which will make the ecosystem stronger for everyone.
The Open Source MMM Validation Framework means marketers can rely on MMM outputs to drive business decisions, knowing they’re independently validated.
The Open Source MMM Validation Framework means marketers can rely on MMM outputs to drive business decisions, knowing they’re independently validated.
