For consumer brands
Build your team'scapability to leadgrowth with confidence.
Growth blueprint: your data strategy, plan and set-up in 4 weeks.
Then we train your team to own it, or run it with you.
- Measurement
- Channel health
- Experimentation
- Forecasting
- AI workflows
Proudly partnered with Brilliant Earth
What we do
Data strategy, measurement strategy and training.
Data strategy
What to collect, how it's structured and who owns it. We set up the data foundation your team builds on.
Measurement strategy
We decide which method answers which budget question, and how MMM, tests, attribution and search data fit together.
Training
We train your team to run it, implement it with them and support them while they run it.
Where to start
Growth blueprint
A lot of companies take six months to a year to figure out what to do. We give you the blueprint in four weeks.
Your data strategy, a prioritised plan and your data set up, starting with a budget waste audit.
Week 4 of 4: the data foundation is set up. Then you choose.
Growth diagnostic
Budget waste audit
The waste it finds usually covers most of the blueprint's cost.
- Competition and brand visibility evaluation
- Channel audit
- Performance and revenue review
- Measurement audit
- Lightweight MMM
- Data structure audit
- Team AI and technology audit
Data strategy and priorities
A clear, prioritised plan, with next steps across people, data, tools and measurement.
Data set-up
We set up the data foundation the plan calls for.
Then you choose
Capital Allocation
We improve the system with you
We implement the priorities and run the system with your team.
Training
We build the capability in your team
We train your team to run it, implement it with them and support them while they run it.
The problems we solve
Your analytics live in other people's tools.
Data strategy
Your data sits in vendor dashboards, agency reports and platform numbers. Each shows part of the picture, and nobody inside owns the whole.
Team capabilities
Your team is working out AI on its own, and the analysis your budget decisions need sits with outside vendors.
Measurement
When the budget decision comes, MMM, attribution and platform numbers disagree, and nobody can say which one to trust.
What your team will be able to do
Everything we build stays yours: your data, your measurement, your AI workflows.
Measurement
Read MMM, tests and attribution together, so no single number decides the budget.
Channel health
Find waste, bot traffic and placements that get clicks but no sales.
Experimentation
Design geo and lift tests, and read them before you move national budget.
Forecasting
Plan spend and revenue ahead, and say how sure you are.
AI workflows
Run your own analysis with AI, on your own data, without waiting on a vendor.
Our growth philosophy
The Deathzone
Most companies hit a point where growth stalls even though spend keeps climbing
Your measurement tools favor what works this quarter. They structurally undervalue brand investment and overstate activation performance. The result: you optimize into a corner.
This is the DEATHZONE, the gap between what you're spending and the growth you're getting. Not because you're spending wrong. Because you're measuring wrong.
The formula
The one equation the whole thing hangs off.
Once you see it, budget arguments stop being opinions.
AB, Available Buyers
Everyone performance marketing can actually win: people who are in-market and already willing to buy from you. Spend past this pool and you are in the Deathzone.
ICP, Your category
Everyone who could ever buy what you sell. You do not grow this. It is the size of the pond.
%IM, In-market now
The share ready to buy today. Performance marketing captures this demand, it does not create it.
%WBFU, Willing to buy from you
The share who would choose you when they are ready. That is brand. It is the one lever that expands the whole pool, and the one your tools do not measure.
Performance marketing can only win the people who are both in-market and already willing to buy from you. Spend past that pool and you are in the Deathzone. The only term you can grow is the share willing to buy from you, and that is brand. We measure it, and we tell you which spend is draining the pool and which is growing it.
How we measure
Six layers of evidence
MMM, attribution and experiments each see part of the picture. We read six layers of evidence together, so no single tool decides where the budget goes.
Growth quality
Is preference growing?
Share of search · Branded organic search growth · Baseline revenue · Revenue per branded search
We either run it for you, or train your teams to do it.
Results from client work
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About
Charlie de Thibault, founder
I started in investment banking and financial services. I moved into measurement at Skai, working with large advertisers across retail, e-commerce, airlines and financial services, then at Oracle, where I helped build and scale the measurement capability as Measurement Manager and Principal Data Strategist.
I work on your own data, explain what I find in plain words and tell you how sure I am.
Start with a 30-minute call.
Tell us where your data and team are today, and we'll say whether the Growth blueprint fits.
Book a call