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Open Source

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.

Download the Whitepaper

The Framework

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 it's designed to be business-focused, measuring what matters: accuracy, stability, and robustness of marketing ROI.

  • Vendor-Neutral

    Works with any MMM — open-source or proprietary. Level playing field.

  • Transparent

    All tests and code are open-source and fully reproducible.

  • Business-Focused

    Measures 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."

Why It Matters

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. This lack of transparency creates hidden costs and risks: the wrong vendor can waste millions on marketing spend 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.

What's broken today

  • Vendors shop sales decks instead of evidence
  • No way to compare models on the same data
  • Wrong choice = millions in misallocated spend
  • Marketing credibility takes the hit

Core Tests

The tests that set the foundations

Four core tests, each chosen for their direct relevance to business outcomes — the right tests for real-world marketing decisions.

  • Predictive Accuracy

    Does the model reliably predict future results? Measured via MAPE and R².

  • Cross-Validation

    Is the model stable across time and changing market conditions?

  • ROI Stability

    Do channel ROI estimates stay consistent, or swing wildly over time?

  • Robustness

    Does the model's advice hold up when data gets noisy or messy?

These tests expose unreliable models before they cost you money — not after.

What changes for marketers

  • Run RFPs on data, not promises
  • Compare any vendor head-to-head, fairly
  • Identify unstable models before deployment
  • Build internal trust in MMM outputs

The Impact

Rebalancing the playing field

The Open MMM Validation Framework sets a new standard for trust and performance, levelling the playing field between vendors and marketing teams. Standardized testing makes RFPs and vendor selection fast, fair, and evidence-based.

By levelling comparisons across different marketing channels, the framework ensures evaluations reflect true marketing efforts rather than vendor bias. Marketers can rely on MMM outputs to drive business decisions, knowing they're independently validated.

Download

Get the whitepaper — completely free

The Open MMM Validation Framework is completely open-source. Download the whitepaper and start evaluating your MMM solutions with confidence. Developers can contribute to the framework and apply it to any model.

  • Completely free, no strings attached
  • Open-source and reproducible
  • Works with any MMM vendor

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