Proxigy | Media Strategy, MMM & Marketing Effectiveness

Independent consultancy bridging the gap between marketing data and commercial decisions. Expert MMM advisory and media strategy for sustainable growth.

Senior-level support in media strategy, econometrics, marketing effectiveness, measurement strategy, budget allocation, and decision support. Helping brands align models, data and plans to drive better investment decisions.

Marketing Effectiveness Consulting

Aligning measurement with commercial strategy so decisions hold up under scrutiny. Reconciling attribution, MMM and reporting into one actionable view. Turning performance data into clear growth priorities.

Beyond metrics: I align your marketing analysis with real-world investment choices and commercial trade-offs. Align marketing, media and measurement so decisions hold up commercially.

Independent MMM & Econometrics Advisory

Specialist support for interpreting Marketing Mix Models. Translate complex measurement signals into actionable media plans. Interpreting, challenging and connecting model outputs to real planning decisions.

Reconciling conflicting results across Robyn, Meridian or custom models. Translating econometric analysis into budget and channel decisions.

About Proxigy

Independent marketing consultancy led by Deborah Arpino. Helping brands align marketing data with commercial decisions across Europe, Latin America and globally.

Perspectives

Expert thoughts on media strategy, the CPP trap, marketing effectiveness, and measurement-led decision making.

• Why You Shouldn't Trust a "Good" MMM
• Binet and Field: Beyond the 60/40 Rule
• The Cobra Effect in Marketing Efficiency
• The CPP Efficiency Trap
• Marketing Consultants as Mechanics
• About Proxigy
• When Measurement Shapes Decisions