Better decisions through rigorous measurement.
We exist to close the gap between the analytics that marketing and finance teams need and the analysis they’re actually getting – so that budget allocation decisions are grounded in evidence, not assumption.
Most marketing measurement is broken.
The default tools – last-click attribution, platform-reported ROAS, rule-based models – are designed to claim credit, not measure it. Every channel reports the same conversions. Finance and marketing argue over what “worked.” Budget decisions get made on inertia and gut feel.
The cost of this isn’t just inefficiency. It’s systematic misallocation. Companies spend more on channels that look good in their dashboards and less on ones that actually move the needle. The bias compounds over time.
Causal answers, not correlational ones.
Knowing that sales went up after a campaign is not the same as knowing the campaign caused the sales uplift. Distinguishing between the two requires methods that most analytics teams don’t use – and most analytics platforms don’t support.
That requires Marketing Mix Modeling. It requires well-built forecasting pipelines. It requires someone who can tell the difference between a real signal and a seasonal pattern.
It doesn’t require a 50-person data science team. It requires the right methodology, applied carefully.
Some problems need a human in the loop.
We built a self-serve analytics platform. We still offer it. But we learned that the highest-value questions – the ones that actually change how a company allocates its budget – need judgment, not just computation.
Which model assumptions match your market dynamics? How do you handle promotions that overlap with seasonality? Is this channel genuinely saturated or is the data noisy? These aren’t questions a dashboard answers. They’re questions a consultant answers, in dialogue with your team.
That’s what we do. We bring the technical depth. You bring the business context. The combination produces something neither of us could produce alone.
Five things we hold to be true.
Correlation is not causation – and the difference matters enormously.
Marketing tools love to claim credit. We help you distinguish what genuinely caused growth from what merely co-occurred with it. That distinction is worth millions in budget allocation decisions.
A model you don’t understand is a model you can’t trust.
We document every assumption, state every limitation, and explain every recommendation in plain language. Black-box outputs get implemented wrong or ignored. Understood outputs get used.
Speed should not come at the cost of accuracy in strategic decisions.
Quick dashboards are useful for operations. Strategic investment decisions – where to spend next year’s budget – deserve careful, methodologically sound analysis. We optimise for the latter.
The best deliverable transfers capability, not dependency.
We aim to leave every client more capable than when we started – with documented models, explained methodology, and teams that understand what was built and why. Not permanent reliance on us.
Your data is yours. Full stop.
We operate on EU infrastructure. We do not share raw client data with any third-party AI systems. GDPR compliance is not a checkbox – it’s the default way we work.
From guesswork to grounded decisions.
Before
After
What you can hold us to.
Honest scoping
We will tell you if the project isn’t a good fit for us – or if the data isn’t ready for the analysis you want. No selling for the sake of it.
Documented everything
Models, assumptions, limitations, and recommendations – all written down, in plain language, alongside the technical detail.
Data sovereignty
Your raw data is never shared with external AI systems. EU infrastructure, always. GDPR-compliant by default, not by request.
If this resonates, let’s talk.
A 30-minute call is enough to know if there’s a fit. No commitment, no hard sell – just an honest conversation about your measurement challenge.
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