For the decisions the models can’t make for you.
The Machine tells you what the evidence supports. It does not sit in the room when your CFO asks why brand spend went up, and it will not tell you whether your agency’s market mix model is any good. That part is me.
A consultancy sells you people, and the thinking leaves when they do. This is the opposite arrangement. Your team keeps doing the work. I supply the judgement, the evidence base and the argument, and the modelling stays in your account when the engagement ends.
I do not sell media, do not want your account and take no commission on anything you spend. That is unusual among the people currently giving you this advice, and it is most of the reason the recommendation is worth having. Three ways to work together are set out below. Each is fixed-scope and priced on a call once I know what the problem actually is.
What actually gets looked at
A Diagnostic covers all of it. Retainers and projects take the parts that matter to you.
A verdict, not a report cycle. The full suite run on your data, plus the parts a subscription cannot do: interviews with your team, a read of what your agency is telling you, and a position on where the money is actually going wrong.
- ·All twenty models run on your own data
- ·Interviews with your team and your agency
- ·Share of voice against share of market
- ·Budget level and brand-activation split assessed
- ·Existing measurement interrogated
- ·One written recommendation you can act on
- ·Every model left populated in your account
- ·Twelve months of platform access included
Standing access for the decisions that carry consequences. You keep your team and your agency. What you get is an independent read on whether what they are telling you holds up.
- ·Two days a month, used how you want
- ·Plan and budget review before it reaches the board
- ·Agency and MMM interrogation
- ·Measurement roadmap and testing priorities
- ·Platform access for your team included
- ·A direct line, not a ticket queue
Send the strategy. I stress-test it against the published evidence and tell you where it falls over, before a client does it for you.
- ·Written critique inside five working days
- ·Every claim checked against the evidence base
- ·The three questions you will be asked, and the answers
- ·Alternative framings where the argument is weak
- ·One hour on a call to work through it
Why this is not a consultancy
You are not funding six weeks of someone building a spreadsheet. Twenty peer-reviewed models are already standing. The engagement buys interpretation, which is the part that is actually scarce.
No commission, no trading desk, no account to protect. The recommendation has no reason to point at more of anything, which is not true of most people giving you this advice.
When a consultancy leaves, the thinking leaves. Here every model stays populated in your own account. Next quarter you re-run it yourself and see what moved.
I do not build market mix models. I read them, and I will tell you when yours is being asked to carry more than it can. If you want one built, hire an econometrician and bring me in to check what they deliver. Beyond that: if you spend under a million a year on media, the free modules will get you most of the way and the fee is hard to justify. If you need someone to run campaigns, hire an agency. And if the decision is already made and you want a document that supports it, I am the wrong person, and it will show up in the report.
The other two ways in
Run the models yourself. Five are free forever, with no card and no expiry.
Seven modules built from the primary literature, taught against your own numbers.