Independent performance control
Find where marketing value gets lost.
We independently test reported performance, marketing spend and external partners against the underlying business economics, then quantify where value is being lost.
20 min · No obligation · No pitch
Scope
Across performance, measurement, agencies and external partners.
Evidence
Decisions grounded in customer, commercial and delivery data.
Incentives
Buyer-side work with no commercial upside from higher spend or larger supplier scope.
THE MISSING CONTROL FUNCTION
Marketing can be distributed. Control cannot.
Platforms, agencies and partners each report their own part of the system. Management rarely has an independent view of whether those claims add up commercially.
WHERE WE APPLY IT
Four areas where reported value needs independent verification.
One buyer-side view across performance, measurement and external relationships.
01Performance
Marketing Performance
Is the reported performance commercially real?
We independently test whether reported growth and efficiency hold up against actual customers, contribution and commercial outcomes.
Explore this area02Systems
Measurement
Are the systems measuring and optimising towards the right commercial outcome?
We examine whether events, customer definitions and values give platforms and management the right view of performance.
Explore this area03Governance
Agencies
Is the agency setup aligned with what the business actually needs?
We review mandate, KPIs, reporting, scope, delivery, incentives and commercial model.
Explore this area04Relationships
Vendors & Partners
Are external relationships creating enough value for the economics they take?
We assess whether external tools, platforms and commercial partners add enough value for their cost, dependency and role in the customer journey.
Explore this areaWHAT WE FOUND
Findings that changed the commercial decision.
Selected anonymised findings from client mandates.
- Reported efficiency masked the true cost of acquisition.Platform reporting suggested highly efficient customer acquisition. Reconciliation against verified customers showed materially different economics.View finding
- A smaller mandate produced more commercial output.Agency cost was reduced by more than 80% while customer volume on comparable activity increased by more than 130%.View finding
- Their most important branded keyword was being hijacked in search.Branded search demand was contested by affiliates, copycat assets and other third parties across priority markets.View finding
COMMERCIAL MODEL
Where a saving can be directly verified, our fee can be linked to that saving.
Modelled demand or revenue exposure is reported separately.
Built from experience
We have spent 15+ years running the systems we now review.
Our background spans paid media, SEO, analytics, agencies and digital growth. That operating experience matters because the problems we look for are rarely visible in a standard report.
No implementation sale
The finding does not become a delivery contract for us to win.
Management-level accountability
Our conclusions are built to be challenged, documented and used by management, marketing leadership and boards.
Erik Jansson
Partner, Performance Control
Andreas Skårlin
Partner, Performance Control
Where we start
Find out whether there is anything worth fixing.
Twenty minutes with the partner who would lead the work. We look at your setup, where confidence is lowest and whether there is a meaningful commercial case to investigate.
If we do not see a strong case, we will say so.