Data science projects typically demand weeks of client involvement. The most effective marketing measurement programs require less than five hours from the client over 60 days. Here's why that matters.
A QSR franchise discovered that increasing Meta spend made search more efficient, not less. The cross-channel synergy effect means optimising channels in isolation leaves money on the table.
Assumptions about channel performance are rarely accurate. Marketing mix modelling consistently reveals surprises, from radio's trailing effects to Instagram outperforming Facebook and regional Meta beating metro.
A D2C ecommerce brand discovered that 75% of their transactions used a discount code, but only 8% of those promotions were driving incremental purchases. The rest was margin given away for free.
Franchise marketing teams spend budgets funded by franchisees who demand ROI proof. Three brands reveal why this structural misalignment is the hardest problem in franchise marketing.
A national QSR franchise was seeing revenue decline. Same-store sales were growing. The difference was store closures, not marketing performance. Using the wrong metric almost led to the wrong decisions.