Build your team'scapability to leadgrowth with confidence.

Growth blueprint: your data strategy, plan and set-up in 4 weeks.

Then we train your team to own it, or run it with you.

Book a 30-minute call See the Growth blueprint Get the Growth Playbook
  • Measurement
  • Channel health
  • Experimentation
  • Forecasting
  • AI workflows

Proudly partnered with

What we do

Data strategy, measurement strategy and training.

Data strategy

What to collect, how it's structured and who owns it. We set up the data foundation your team builds on.

Measurement strategy

We decide which method answers which budget question, and how MMM, tests, attribution and search data fit together.

Training

We train your team to run it, implement it with them and support them while they run it.

Results from client work

Jaap Rozemeijer
As a PPC marketer, understanding how much additional business your advertising actually generates is an essential next step. Working with Charlie has helped me move beyond platform metrics and give insights to my clients.
Jaap Rozemeijer

Where to start

Growth blueprint

A lot of companies take six months to a year to figure out what to do. We give you the blueprint in four weeks.

Your data strategy, a prioritised plan and your data set up, starting with a budget waste audit.

Week 4 of 4: the data foundation is set up. Then you choose.

Weeks 1 to 2: Growth diagnosticWeeks 3 to 4: Data set-up
Weeks 1 to 2

Growth diagnostic

Budget waste audit

The waste it finds usually covers most of the blueprint's cost.

  • Competition and brand visibility evaluation
  • Channel audit
  • Performance and revenue review
  • Measurement audit
  • Lightweight MMM
  • Data structure audit
  • Team AI and technology audit
End of week 2

Data strategy and priorities

A clear, prioritised plan, with next steps across people, data, tools and measurement.

Weeks 3 to 4

Data set-up

We set up the data foundation the plan calls for.

Then you choose

Capital Allocation

We improve the system with you

We implement the priorities and run the system with your team.

Training

We build the capability in your team

We train your team to run it, implement it with them and support them while they run it.

The problems we solve

Your analytics live in other people's tools

Data strategy

Your data sits in vendor dashboards, agency reports and platform numbers. Each shows part of the picture, and nobody inside owns the whole.

Team capabilities

Your team is working out AI on its own, and the analysis your budget decisions need sits with outside vendors.

Measurement

When the budget decision comes, MMM, attribution and platform numbers disagree, and nobody can say which one to trust.

What your team will be able to do

Everything we build stays yours: your data, your measurement, your AI workflows.

Measurement

Read MMM, tests and attribution together, so no single number decides the budget.

Channel health

Find waste, bot traffic and placements that get clicks but no sales.

Experimentation

Design geo and lift tests, and read them before you move national budget.

Forecasting

Plan spend and revenue ahead, and say how sure you are.

AI workflows

Run your own analysis with AI, on your own data, without waiting on a vendor.

Our growth philosophy

REVENUE SPEND DEATHZONE

The Deathzone

Most companies hit a point where growth stalls even though spend keeps climbing

Your measurement tools favor what works this quarter. They structurally undervalue brand investment and overstate activation performance. The result: you optimize into a corner.

This is the DEATHZONE, the gap between what you're spending and the growth you're getting. Not because you're spending wrong. Because you're measuring wrong.

The formula

The one equation the whole thing hangs off.

Once you see it, budget arguments stop being opinions.

The result

AB, Available Buyers

Everyone performance marketing can actually win: people who are in-market and already willing to buy from you. Spend past this pool and you are in the Deathzone.

Fixed

ICP, Your category

Everyone who could ever buy what you sell. You do not grow this. It is the size of the pond.

You can only capture it

%IM, In-market now

The share ready to buy today. Performance marketing captures this demand, it does not create it.

The only term you can grow

%WBFU, Willing to buy from you

The share who would choose you when they are ready. That is brand. It is the one lever that expands the whole pool, and the one your tools do not measure.

Performance marketing can only win the people who are both in-market and already willing to buy from you. Spend past that pool and you are in the Deathzone. The only term you can grow is the share willing to buy from you, and that is brand. We measure it, and we tell you which spend is draining the pool and which is growing it.

How we measure

Six layers of evidence

MMM, attribution and experiments each see part of the picture. We read six layers of evidence together, so no single tool decides where the budget goes.

Observed

Growth quality

Is preference growing?

Share of search · Branded organic search growth · Baseline revenue · Revenue per branded search

We either run it for you, or train your teams to do it.

In practice

Seven ways we find the growth

Every case is one of two moves: cutting spend that drains your Available Buyers, or building the share willing to buy from you. Both come straight off the formula.

Incrementality

Channels taking credit they didn't earn

Platform dashboards double count. Multi-touch attribution understates anything that touches offline. We run incrementality tests (difference-in-differences, propensity-score matching) to isolate the lift each channel actually drove.

Outcome: reallocation, not more spend.

Traffic Quality

The traffic you paid for that wasn't human

Platform-reported clicks and conversions include a layer of bot traffic. We audit it against GA4 and server logs, isolate the fake portion, and clean it out of your attribution numbers before decisions get made on top.

Outcome: decisions made on real demand.

Budget

Find the 20 to 30% already paying for nothing

Most budgets carry a layer of spend that is not incremental. It converts users who would have bought anyway. We isolate that layer across paid, promo, and channel mix, and rebuild the plan around what actually drives growth.

Outcome: same budget, more growth.

Stores

Stores doing the brand work no one credits

Every new store is a natural experiment. We measure the halo on ecomm in the surrounding postcodes, isolate cannibalization between stores, and size catchments before the next opening. The numbers usually surprise the team that thought stores only sold to walk-ins.

Outcome: opening decisions on real area lift.

Surveys

Half your search clicks started somewhere else

Customers don't search in a vacuum. Half the people who click your Google non-brand ads cite another channel as what made them look. We run surveys at the point of conversion, map the cited channels back to spend, and find the upper-funnel work feeding your search demand.

Outcome: fund the channels creating the demand search captures.

Share of Search · flagship proof

Same spend. +15% Share of Search. +60% revenue.

One client shifted budget from bottom-of-funnel to top-of-funnel discoverability. Share of Search climbed first; revenue followed two years later. We measure Share of Search weekly against the category and run lag correlations to find the same signal in your data.

Outcome: brand momentum that lands in revenue.

Pricing

Marketing can't win at the wrong price

Marketing fights with one hand tied when the price is wrong. Most plans treat price as fixed and lean harder on media. We measure how demand moves with competitor price gaps and your own price changes, then tell you whether the next growth dollar belongs in price or in media.

Outcome: the next dollar in the right place, price or media.

The growth already in your budget

How much of your budget is not driving growth?

Enter your annual marketing spend. We'll show you how much of it the benchmarks say you could put back behind growth.

/ year

Budget you could redirect to growth

$10M to $15M

Based on the 20 to 30% waste range observed

$50M

Total annual spend

$10M to $15M

Likely not incremental

$35M to $40M

Actually driving growth

The Growth blueprint starts with a budget waste audit. The waste it finds usually covers most of the blueprint's cost.

Book a 30-minute call See the Growth blueprint

* Based on historical observation. The number can vary. A first diagnosis will help to have a better directional number. If you are using last touch and platform attribution you are likely to be in that range.

Charlie de Thibault

About

Charlie de Thibault, founder

I started in investment banking and financial services. I moved into measurement at Skai, working with large advertisers across retail, e-commerce, airlines and financial services, then at Oracle, where I helped build and scale the measurement capability as Measurement Manager and Principal Data Strategist.

I work on your own data, explain what I find in plain words and tell you how sure I am.

From the blog

All 28 articles
The Performance Marketing Death Zone: When More Spend Stops Creating Growth How to Validate a Geo Lift Test Before Moving National Budget How to Audit Paid Media Spend for Waste Before You Cut the Channel

Start with a 30-minute call.

Tell us where your data and team are today, and we'll say whether the Growth blueprint fits.

Book a call