Improve marketing effectiveness and reduce marketing waste.

Try an independent and comprehensive Marketing Effectiveness Audit.

Analyze your entire marketing funnel with an evidence-based, comprehensive and independent Marketing Audit to prove and improve your marketing contribution.

Our Marketing Audits are specialized, efficient and unbiased because it is all we do.


We do Marketing Effectiveness Audits.

Also known as Marketing Assessment, Marketing Diagnostic, Marketing Analysis, Marketing Performance Analysis or Marketing Value Audit.

Marketing Audits help marketers understand the effectiveness of their marketing, sharpen marketing strategy and focus resources where they have the most impact.

Our Marketing Effectiveness Audits are an independent, systematic and comprehensive assessment of a company’s entire marketing effort from the macro environment to measurement and evaluation.

While the audits rely on data, we also work with gaps and imperfections by taking calculated leaps. We also factor in any evidence of creativity and quality of execution as a contributor to marketing performance.

We exclusively do Marketing Audits to avoid conflict of interest or bias.

Markets are dynamic. Unlike the scientific process, repeating a marketing experiment does not guarantee a similar outcome every time.

The primary reasons you would need a Marketing Audit is to help understand and prove your marketing’s contribution and effectiveness, and to improve the marketing performance.


Gain a fresh perspective

 Get an independent second opinion

› Prove and improve the ROI of your marketing

› Adjust your marketing strategy to stay relevant

 Recalibrate touchpoints in the customer decision journey

› Align marketing strategy with business strategy

› Spend marketing dollars where they have the most impact

› Reduce pressure on marketing resources

› Support decision making

› Inform marketing planning

› Discover opportunities and obstacles

› Benchmark for the future

› Set appropriate objectives


57% of leaders agree that it is important to diagnose your marketing with a Marketing Audit every few years.**


Have a trusted advisor review your marketing, challenge your assumptions, and evaluate whether your marketing fully delivers on the marketing goals. It is a crucial step for companies that want to take their performance to another level.

We deploy our Marketing Effectiveness Audit process to systematically and comprehensively analyze your entire marketing, from end-to-end.

The process evaluates your company’s macro and micro-environment, objectives, targeting strategies, marketing mix, brand, messaging, and offline and online activities. It reviews your customer’s journey through the marketing funnel, and all your virtual and physical touchpoints across digital or analogue channels.

The goal of the process is to identify problems, weakness and waste, and discover opportunities to improve your company’s marketing performance in the context of the current market environment.

We continually optimize our process as we learn more from every engagement.


Evaluate the attribution model and metrics currently used to measure contribution by the marketing mix, channel and tactic. Validate the existing model or gain alignment on an updated model. Recalculate ROI to prove marketing contribution and establish a more sophisticated benchmark to measure marketing performance.
Understand the influence of dynamic and uncontrollable factors on your marketing performance.

Evaluate and recalibrate the marketing strategy to the market dynamics, address the risks, tap trends and opportunities to improve marketing effectiveness.

Understand Customers, Competitors, and Channels to help evaluate and optimize marketing effectiveness. Identify latent threats and opportunities for further study.

Customers: Size and segments of the market. The customer decision journey, potentially influenceable decisions, barriers, and drivers at critical touchpoints.

Competitors: Marketing strengths and weaknesses of their marketing mix, messaging, investment, customer touchpoints and marketing performance.

Channels: Relative strengths and weakness of key channels within the category and their importance to key competitors.

Evaluate the marketing strategy starting with objectives, targeting, marketing and promotional mix, messaging, and touchpoints in the context of the macro-environment, micro-environment and the customer decision journey through the marketing funnel.

Find weaknesses, gaps, potential wastage and opportunities across the marketing mix, and analogue and digital touchpoints in the funnel.

Utilize this opportunity to recalibrate and optimize marketing return on investment (MROI).

Identify potential opportunities for further evaluation.

Utilize the mix and rework marketing mix model

With the comprehensive Audit now complete, this stage connects the dots to discover further material opportunities to improve marketing effectiveness and efficiency across the marketing value chain. It identifies opportunities for quick-fixes to enhance marketing performance and short-medium- and long-term fixes for further validation or implementation.

Apply predictive MMM modelling to estimate the potential impact of proposed fixes to marketing contribution.

Our Marketing Audit process is modular, as every marketer’s situation is unique. The Audit usually pays for itself by generating better MROI through improved effectiveness.




Salt Strategy is a specialized, marketing advisory that exclusively conducts Marketing Effectiveness Audits.

Our Marketing Performance Analysis (Marketing Audits) are conducted by a multidisciplinary team of experts in research analytics, strategy, creative, digital, media and execution.

This specialized and singular focus on Marketing Audits ensures you can trust that our conclusions and recommendations will are qualified, unbiased, solution agnostic and effective.


Be a trusted adviser to business leaders helping them get more out of their marketing investment.


1. Be the best at one thing

2. Seek and express the truth

3. Truths must support advice

4. Value delivered must exceed our fee

5. Protect client information

6. Continually optimize our process

7. Guard our independence and credibility



A Marketing Effectiveness Audit is a collaboration by domain experts in Marketing Strategy and Marketing Mix, Marketing Data Analyst, Marketing Research, and Analogue and Digital Media Strategist.


Power BI: Data Analysis and Visualization platform

MMM: Marketing Mix Modelling platform

“Minor fixes across the marketing funnel can add up to significant top-line and bottom-line benefits for marketers.”

Aziz Memon, MBA, CMC

Principal Marketing Effectiveness Auditor and Adviser , Salt Strategy


Aziz has worked in Canada and across Asia, helping B2B and B2C marketers understand and engage their customers, build brands, strengthen equity, generate leads, build loyalty and achieve top-line targets across diverse business sectors.

His tenure in Advertising exposed him to diverse business sectors like Finance, Healthcare, Packaged goods (CPG), Retail, Hospitality, Real Estate, Automotive, Tourism, Not-for-Profit and Government services.

His roles in Marketing exposed him to all other marketing levers and greater accountability. As a marketer, he grappled with the dynamic challenges facing CMOs today –  proving marketing attribution, the surge of data sources, data silos and data imperfections, and the proliferation of marketing platforms.

Aziz has developed a comprehensive Marketing Audit process that utilizes multidisciplinary marketing experts, established analytics platform and proven marketing mix models (MMM) to prove, analyze and improve your marketing effectiveness.

MORE: Roles, Education, Memberships and Certifications
Previous roles

  • Chief Marketing Officer, Farber.
  • President, Bob’s Your Uncle.
  • Partner, Monsoon Communication
  • EVP and CCO, Bates PanGulf (a WPP company)


  • B’Com, Mumbai University, India.
  • MBA, McMaster University, Canada
  • HAFT, Sophia College, India

Membership and Certifications

  • Member CMC
  • Professor of Business, University of Guelph Humber.



SPECIALISTS. We only do Marketing Audits

INDEPENDENT. We do nothing but Marketing Audits

COMPREHENSIVE.  We do full end-to-end Audits

SYSTEMATIC.  We follow an optimized process

EVIDENCE-BASED. Our analysis is data-driven

MODULAR. Our process is agnostic and adjustable

The Certified Management Consultant (CMC) designation is the profession’s only international certification mark, recognized in 43 countries. It represents a commitment to the highest standards of consulting and adherence to the ethical canons of the profession. CMC-Canada (the Canadian Association of Management Consultants) administers, and its provincial Institutes confer, the CMC designation in Canada. Salt Strategy operates by the institute’s code of professional conduct (see code of conduct).





Get more from your marketing and improve your top-line and bottom-line with a systematic, unbiased and comprehensive Marketing Audit. 

Find the truth. Act on it.™