Build your team'scapability to leadgrowth with confidence.

From the budgets we audit20 to 30% of conversion spend can usually be freed up without losing sales.

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

The problems we solve

What marketing leaders tell us on sales calls

We spend on brand and can’t tell if it worked

What we hearWe’ve paid a lot for brand and new channels, and we don’t really know if it moved sales.

What we’ve seenBrand works before the click, so attribution barely sees it. Switch Meta off and Google Shopping, search and brand searches often fall with it, then come back when Meta does.

What changesWe read brand where it shows up: branded search, direct demand, baseline revenue and why buyers say they chose you. You see which brand spend grows sales.

The CFO wants a direct ROI on brand

What we hearFinance keeps asking for the direct ROI of brand, and I need something I can take to the board.

What we’ve seenOn the same Meta spend, one client’s attribution tool said 2.5% of buyers came from Meta, their customer survey said 30% and an incrementality test said 25%. The budget was set on the 2.5%.

What changesThe budget is set on the methods that agree, so the number you take to finance holds up.

Google keeps its budget because last-click credits it

What we hearEvery year we’re asked for a higher ROI, so search keeps its budget.

What we’ve seenWhen eBay switched off its brand search ads, 99.5% of the traffic it had been paying for arrived anyway (Blake, Nosko and Tadelis, 2015).

What changesSearch spend that only buys sales you would get anyway moves to channels that bring in new buyers.

Our dashboards still end in agency debates

What we hearWe want someone with a statistical background to tell us what to do next.

What we’ve seenAttribution assumes you can track every touchpoint and join them up, and neither holds. MMM, incrementality tests and attribution each have blind spots, and they usually cover each other’s.

What changesWe use them together, so you get one read of every channel and a clear next move for the budget.

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
  • 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

Partner

We improve the system with you

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

Academy

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.

What it did for us, January to October 2026

1.9xproductivity multiplier

7.4p to 4.4psoftware and AI tools, per £1 of revenue

We share all the playbooks and processes that led us to this result. Of course, these are not performance promises. Every company is different, and smaller ones are more agile.

Growth blueprint pricing

How much does the Growth blueprint cost?

Enter your annual marketing spend to see the price. We'll also show you how much of that budget the benchmarks say may not be driving growth.

/ year

Your Growth blueprint

$19,400

Paid up front for the 4 weeks. It counts as your first month if you carry on with us.

By the way, budget that may not be driving growth

$10M to $15M

A year, based on the 20 to 30% waste range observed

$833K to $1.3M

Every month it stays that way

Under 0.2%

The price, as a share of one year of that budget

The Growth blueprint starts with a budget waste audit. It costs under 0.2% of one year of that budget.

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.

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.

Charlie de Thibault

About

Charlie de ThibaultFounder

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

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

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