Marketing strategy, built on the mathematics of how brands actually grow.
Decide how much to spend, where to spend it and whether it worked, with the published evidence behind every number and a plan that survives the finance director. Run the models yourself, have them run for you, or learn to build the argument from scratch.
Six of the models, as they look in use.
Screens from the live platform. Click any of them to see it full size.
Objective setting through budget, channel, creative and causal measurement. One system, one report.
Strategic imperatives, growth planning, advanced optimisations and continuous learning.
From Ehrenberg's buying-behaviour work in the 1950s to the modern science of attention and creative quality.
Every model names its research, states its assumptions and says on screen where its method stops working.
Four questions every plan has to survive.
How much should we spend?
Task-based budget modelling, share-of-voice dynamics and payback curves size the investment before a pound moves.
MOD 06–11Where should we spend it?
Multi-screen optimisation weighted for attention, reach and cost — allocation driven by evidence rather than by last year's plan.
MOD 12–16Is the creative working?
Creative effectiveness scored against the drivers of long-term brand growth and short-term activation, not against internal preference.
MOD 17–18What was it all worth?
Discounted cash flow, causal impact and regression sense-checks turn marketing activity into financial evidence.
MOD 11, 13, 19The software is one of three doors.
Some people want the instruments. Some want the answer. Some want their team to stop losing the argument in the first place. All three are priced openly.
Every model in the system, with the diagnostics free forever: no card, no expiry. The rest unlock the report you can put in front of a client.
A diagnostic on your own spend, standing access for the decisions that carry consequences, or a pitch stress-tested before a client picks it apart.
Seven modules built from the primary literature rather than a summary of it, taught against your own numbers and your own live plan.
Hover over a name for the work each model draws on. Where a method has limits, such as a stationary-market assumption or a screening tool standing in for a full marketing mix model, the tool says so on screen.
The Machine is built by Paul Ruscoe, a marketing strategist who has spent a career at WPP, Omnicom and Publicis working on accounts including Apple, Go.Compare, Sanofi, Stella Artois, Heineken, Pfizer, Sony Pictures and many more.
Every model here began as a spreadsheet built to answer a real question in a real pitch, then got rebuilt properly against the published research. It is one strategist's working method, made repeatable — which is also why the tools argue with you rather than flatter you.
The Machine senses. You decide.
Every module is built to sharpen strategic judgment, not replace it. The models constrain the argument and price the trade-offs. Choosing between defensible options is still your job.