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Measurement

Most businesses have more marketing data than ever, yet still struggle to answer the questions that matter most. Which activity is actually bringing in new customers? What would have happened if the money hadn’t been spent? Where should the next £1 go?

Platform reports tell you which channel got the credit, not whether it created the sale, and every platform tends to claim the same customer.

A serious measurement approach separates the activity that looks efficient from the activity that genuinely drives growth, so you can invest with confidence rather than guesswork.
Know what’s really working
Know what’s really working
Know what’s really working
Know what’s really working
journey-further-horizon-graphic

Why it matters

Credit isn’t the same as cause
A customer clicking a branded search ad before buying doesn’t mean that ad created the demand. Without testing what actually changed behaviour, budgets drift towards the channels closest to the sale, not the ones creating it.
Every channel is marking its own homework
Judging channels one at a time rewards whatever sits nearest the transaction and undervalues the activity that created the opportunity. That makes it hard to diversify with confidence.
Past returns don’t predict future ones
ROAS tells you what happened at one spend level, not what happens if you spend more or less. And because revenue is a late signal, problems can build for months before they show up in the numbers.
Abbie WhiteheadDirector, Marketing Science
“A serious measurement approach separates the activity that looks efficient from the activity that genuinely drives growth.”

Our core Measurement pillars

Prove what’s actually working
Through experiments, geo tests and holdouts, we find out whether your marketing created something new or simply claimed credit for demand that already existed.
Know where your next £1 should go
We model diminishing returns, saturation and budget scenarios so you can see what’s likely to happen before you move money, with the assumptions made clear.
One version of the truth
Instead of every channel defending its own attribution, we set up a shared measurement framework that connects platform metrics, experiments and commercial outcomes such as margin, customer value and retention.

Engineering discovery

PPC

Separates genuine new demand from customers who were already going to buy, especially around brand search.

Paid Social

Tests whether investment is reaching new people and creating additional customers.

Organic / SEO

Connects search and AI visibility with wider demand and commercial results.

Conversion Rate Optimisation

Tells real conversion improvements apart from normal swings in performance.

FAQs