Solution 02
Measurement that survives executive scrutiny.
Marketing measurement and allocation decisions that follow from evidence rather than from channel advocacy.
What is marketing actually contributing, and what should change next quarter?
Business questions
The questions this solution is built to answer.
- What is marketing actually contributing to revenue?
- Which channels and programs should be funded, reduced or stopped?
- How do we measure contribution when attribution is incomplete?
- What should change in next quarter's plan, and by how much?
Use cases & capabilities
What we build here.
Scoped to the decisions the business has prioritized, then delivered in short increments.
- Contribution and measurement design
- Channel and program performance analysis
- Budget allocation and scenario comparison
- Campaign and audience prioritization
- Executive marketing performance reporting
- Measurement framework
- An agreed contribution model — what counts, over what window, with what attribution logic — signed off by marketing and finance together.
- Unified performance model
- Campaign, channel, web, CRM and revenue data joined on governed definitions, with spend reconciled to finance.
- Effectiveness analytics
- Contribution, incrementality and response analysis appropriate to the data available, with uncertainty stated plainly.
- Allocation decision system
- Scenario-based allocation supporting the planning rhythm, so budget decisions reference the same evidence every cycle.
How it comes together
The evidence base and the services behind it.
Data this typically requires
- Campaign, channel and spend data reconciled to finance
- Web, digital and engagement data with consistent identifiers
- CRM pipeline and revenue outcomes
- Historical plan and actual spend for baseline comparison
Services applied
Industries
Where this comes up most.
Consumer & Commercial
Established companies with real scale, lean analytics teams, and executive decisions that outpace the evidence available to support them.
Industry 01Life Sciences & Healthcare
Commercial, medical and operational decisions made under regulatory constraint, fragmented data and long feedback cycles.
Decide next quarter's allocation on evidence.
We will define what can be measured credibly, and build the decision support that follows from it.