Many brands aren’t ready for MMM yet, and that’s okay. We routinely turn away companies because they’re not spending enough money, not spending across enough channels, or don’t have the analytics resources in-house to interpret and execute upon a complex model. If your mix is limited and annual paid media is < $5M, MMM’s organizational lift will probably outweigh the benefit for now. But you still need defensible answers to “did this move the needle?” For many teams, the first step toward measuring incrementality is running a lift test. We’re firm believers that every single company that is spending anything meaningful on advertising should be running them.  That's where teams get into the cycle of generating marketing hypotheses, developing testing…