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. The result is a management view of where marketing creates value and where the reported story needs qualification.
CUSTOMERS · CONTRIBUTION · COMMERCIAL OUTCOMES
Where confidence breaks
A result can be correct inside a platform and still mislead the business.
Management needs to know what sits behind reported performance before using it to allocate more capital.
Customer economics
What did the business genuinely acquire, and what are those customers worth?
Incrementality
Which outcomes were created by marketing rather than simply attributed to it?
Scalability
Does the economics still hold when more capital is deployed?
Management questions
The review follows performance from reported result to commercial value.
We discuss the business questions and decision outputs publicly. The underlying audit mechanics remain specific to each mandate.
Customers and economics
What did the business genuinely acquire?
We assess the customer state, quality and contribution behind the reported result.
- New and existing customer distinction
- Customer and order quality
- Contribution and acquisition economics
- Demand already present before the spend
Capital and durability
What performance is strong enough to fund further?
We separate supported performance from assumptions that require testing, qualification or a different allocation.
- Incremental contribution
- Marginal economics
- Scalability constraints
- Demand capture and dependency
Decision output
What holds up, what does not, and where capital is justified.
Each conclusion is tied to its evidence level so management can distinguish a supported decision from an unresolved assumption.
Hold
Performance and economics supported by the available business evidence.
Change
Spend or claims that should be reduced, qualified or tested.
Allocate
Where more or less capital is justified by the commercial result.
The output is a capital-allocation position, not another channel report.
What we found
- 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
- Retargeting reported a 10x return. The verified return was negative.Repeat-customer revenue and persistent attribution turned a reported 10x+ return into negative ROI after review.View finding
- Acquisition economics required a different model.The business moved paid media from customer acquisition into lead acquisition, reducing CAC by approximately 85%.View finding
Where we start
Start with the reported result or investment decision you need challenged.
We identify the commercial question, the evidence available and whether an independent review can support a clearer decision.