Marketing Effectiveness · Decision ArchitectureMMM Advisory
Sometimes the numbers look right, but something still doesn't add up. That's usually where the interesting work begins.
Most of our conversations start with something like this.
If any of these have come up in a recent meeting, the next conversation is probably worth having.
We've got 10% less budget but we're still expected to deliver 3% year-on-year growth.
Everyone keeps telling us TV is dead. Is it?
We've cut TV. Why didn't digital make up the difference?
Sales are flat, but every channel is reporting success.
Our models are all telling us different things. Which one do we trust?
We've optimised every channel. Why haven't we improved overall performance?
Where we begin
We start with where you are, what you're unsure of, and what you already have. We look at where the evidence agrees, where it conflicts, and work from there.
Only then do we decide what comes next.
Start with the question
Not every marketing question needs a model or a major measurement project. Sometimes you just need a clear, evidence-based answer.
Measurement
Aligning measurement with commercial reality, so budget decisions reflect contribution — not just visibility.
Modelling
Making MMM outputs usable in planning, budgeting and real investment decisions.
Work with me
You don't need to know what kind of analysis you need. Start with what you're seeing, what you're unsure about, or what you need to work out.
Perspectives
Perspectives on how marketing systems behave and how decisions are actually made.