Your call is booked

Before we speak, here is everything you would otherwise have to ask.

The call is 45 minutes and it is not a demo. Spend ten minutes on this page and we can use that time on your budget and the decision in front of you, instead of on how we work.

What this call is, in two minutes Charlie on what gets covered, what you will leave with, and what happens if we are not a fit.
Where you are

Five steps, and you are on the fourth

No hidden stages. Nothing happens between these that you do not see.

You read something

You booked a call

This page

You are here

We speak

You decide

Before the call

Three things that make it worth your time

None of them require permission, a data pull or a meeting with your analyst.

1

Bring one real decision

The budget call you actually have to make this quarter. The channel you are least sure about. The thing you are spending on and cannot currently defend. A concrete decision makes the whole conversation useful.

2

Know who has to be convinced

Whoever signs off upstairs, and what they asked for last time that you could not answer. What we produce is written for that person, so it helps to know who they are.

3

Think about what you already have

Whether there is a mix model, whether anyone has run a geo test or holdout, whether you ask customers how they heard about you. No need to gather anything, just a rough picture.

What it is

A diagnosis, not a pitch

Most calls at this stage are spent on the left. Yours should not need to be, because this page has already done most of it.

The usual version
  • Explain the offer
  • Educate on the method
  • Convince you it works
  • Handle objections
  • Close
This one
  • Diagnose your situation
  • Clarify what you actually need
  • Answer whatever is left
  • Decide
  • Not a product demo. There is no dashboard to walk you through. You already own dashboards you trust more than a new one.
  • Not a pitch deck. If you want the offer in full, it is written down and you can read it before we speak.
  • Not a critique of your measurement. You have attribution, probably a model, maybe tests. The problem is that they disagree, which is a different problem.
  • Not a close. If the honest answer is that you do not need this yet, that is the answer you will get, and you will still leave with a view on where your waste is likely sitting.
Answered already

The questions people ask on the call

Watch whichever ones apply. Each is a few minutes.

"We already have an attribution tool."

Why it is fine for reporting, and why the more you invest above the funnel the more of your spend it cannot see. Pairs with V32, The Fatal Flaw in Marketing Attribution.

"How would we know if a channel is really working?"

The one read that exposes waste fastest, and why platform reporting cannot produce it. Pairs with V41, The One Metric That Exposes GTM Waste Instantly.

"We spent on brand and saw no lift."

Why the campaign usually did its job and nothing downstream was built to catch the demand. Pairs with V43, Episode 3: Importance of Brand.

"Can we not just build this ourselves?"

Which parts you genuinely can, and the one part that is hard to do internally. Pairs with V37, The Big Flaw in MMM and Incrementality Testing.

What came out of it

Results from the work

Anonymised at the client's request. Roles and categories are accurate.

We cut search spend by 15% and revenue didn't move. ROI improved from 4x to 4.5x.
Head of Performance, B2C Retailer
Their multi-touch attribution tool said 2.5%. Our incrementality testing said 30%. That's a 12x undervaluation.
VP Marketing, DTC Brand
Share of search went from 25% to 40%. Revenue followed, up 150%.
CMO, Consumer Brand
CTV was driving revenue we had no idea it was responsible for. Online and offline.
Media Director, B2C Enterprise
Our biggest incremental lift ever came from a channel most people have written off, direct mail.
Growth Lead, Retail Brand
Most of our budget was going to channels taking credit, not channels earning it. We reallocated and grew.
Head of Marketing, Financial Services
Still wondering

The practical questions

Do I need to prepare data or get anyone's permission?

No. Nothing needs pulling before the call, and you do not need to give us access to anything. When work does start, we specify the analysis and direct it, your analyst runs the pull, and the data stays inside your own permissions. Modelling can run on scaled, anonymised or synthetic data, on your device if security requires it.

Should anyone else be on the call?

Only if you want them there. It is often more useful the other way round: come alone, work out whether this is real, then bring the people who have to approve it to the second conversation with something concrete in hand.

What will I leave the call with?

A view on which layer of evidence your waste is most likely sitting in, and what it would take to prove it. If we are not a fit, you get that view anyway and you can act on it yourself.

What does it cost?

The programme is scoped and quoted as one number, against your spend, how ready your data is, how many markets are involved and the cadence you need. There is no price list of individual analyses, because buying it that way means choosing a method before the evidence has shown where your waste sits.

I want to read the whole thing before we speak.

Good. It is all written down, including what each layer of evidence cannot tell you. Read the full product page.

Need to move it? Use the reschedule link in your confirmation email, or reply to it and we will sort it out. If something has come up and the timing is wrong, say so, we would rather move it than have you sit through a call you are not ready for.