You have spent 11 modules building a sophisticated Bayesian Ridge Regression with Hill Transformations. Do not mention any of those words in the boardroom.
Your stakeholders (CMO, CFO, CEO) care about three things:
1. Did we waste money?
2. Can we make more money next quarter?
3. How confident are you?
Start with the Waterfall Chart (Module 10). It is the only chart that validates the marketing team's existence. It shows that while the brand has a strong baseline, marketing is responsible for the crucial "Growth Layer" on top.
Narrative Tip: "Marketing contributed $2M in incremental revenue. Without this spend, we would have missed our quarterly target by 15%."
Never present a single number ("ROI is 2.5"). It looks fake. Present a range.
Because we used Bayesian methods (Module 8), we can show Credible Intervals.
"We are 90% confident that TV ROI is between 1.2 and 1.8."
This builds trust with the CFO. It shows you aren't over-claiming credit. It shows you understand risk.
The most powerful slide in your deck is not a chart of the past; it is a calculator for the future. Use your model's .predict() function to simulate scenarios.
End the presentation by asking for a Calibration Experiment.
"Our model suggests YouTube is a huge opportunity. I propose we increase YouTube spend by 20% next month in 5 test cities to validate this prediction."
This turns MMM from a "Report" into a "Live Strategic Tool." It creates a cycle of Model -> Predict -> Test -> Calibrate.
You have now completed the MMM Masterclass. You have moved from raw data ingestion to advanced Bayesian econometrics, and finally to strategic decision making.
Remember: The model is never "finished." It is a living organism that evolves as your business changes. Keep feeding it data, keep challenging its priors, and keep calibrating.