Overview
This Statement of Work governs the delivery of Marketing Mix Modelling Phase 2 services by Day1Data Ltd ("Agency") to Twilio Inc. ("Client"). Building on the Phase 1 attribution baseline, this engagement will extend the model to cover paid social incrementality testing, budget optimisation across six channels, and an interactive scenario-planning dashboard for the Twilio growth team.
Deliverables
Extended MMM model covering Google, Meta, LinkedIn, YouTube, Display, and Email channels — with incrementality uplift by channel
Budget optimisation model with configurable spend constraints and target ROI inputs
Interactive scenario-planning dashboard (Looker Studio or equivalent, to be agreed)
Executive summary deck for Twilio leadership, including media investment recommendations
Model handover documentation and one 90-minute knowledge-transfer session
Timeline & Resourcing
The engagement is estimated at 22 analyst days across approximately 6–8 weeks from the agreed project start date. Lead analyst: John Napoleon-Kuofie. Supporting analyst: TBC based on capacity at kick-off. Weekly status updates will be shared every Friday.
Commercial Terms
| Item | Unit | Qty | Amount |
|---|
| MMM Phase 2 — Analyst Days | £1,500/day | 22 | £33,000 |
| Dashboard Development | Fixed | 1 | £3,500 |
| Knowledge Transfer Session | Included | 1 | £0 |
| Total (excl. VAT) | £38,000 |
Payment terms: 50% on signature, 50% on delivery. VAT will be applied at the prevailing rate. All amounts in GBP.
Assumptions & Exclusions
The Client will provide timely access to required data sources (ad platform exports, CRM data, web analytics) within 5 business days of project kick-off. Any significant scope changes agreed during delivery will be documented in a Change Request and may affect timeline and cost. This SOW does not include ongoing model maintenance, which is available under a separate retainer arrangement.
Terms & Governing Law
This Statement of Work is subject to the Day1Data Standard Services Agreement (available on request). Governing law: England and Wales. By signing below, both parties agree to be bound by the terms of this SOW and the Services Agreement. This electronic signature is legally binding under the UK Electronic Communications Act 2000 and the Electronic Signatures Regulations 2002.