Approach
Effectiveness is a process, not a slide with a hockey stick.
We start with a diagnostic so we do not inherit broken tracking and then “optimize” it. Implementation is weekly. Proof is commercial.
01
Diagnostic
Tracking, funnel, creative, and budget in one pass. We write what is leaking before we ask for more spend.
02
Scoreboard
One commercial goal, the few metrics that prove it, and the sources of truth. No vanity dashboard.
03
Build
Campaign architecture, landing system, tagging, and creative tests. Shipping beats slideware.
04
Operate
Weekly decisions: scale, cut, or test. Monthly commercial review. Quarterly reset of the bet.
What “good” looks like in reporting
MER
Revenue divided by all marketing cost. The number finance can live with.
CAC payback
How many months until a new customer pays back media and sales cost.
Incremental lift
Geo tests, holdouts, or platform lift studies when spend is large enough.
Pipeline quality
Qualified opportunities and closed revenue, reconciled to the CRM.
We will not fabricate client names or ROI to dress this page. When there is a public case, it will have a real company, a real window, and a real constraint. Until then, the method is the proof of seriousness.