The Machine
The only strategic planning platform built on the mathematics of how brands actually grow.
Most marketing tools tell you what happened. The Machine tells you what to do — and why it will work. Built on proven economic and behavioural frameworks, this is a strategic reasoning engine for brand leaders.
This is not a dashboard.
The Machine encodes genuine strategic expertise — the kind that takes years to internalize and seconds to get wrong. You bring the inputs. The Machine produces the strategy.
AREA 01Strategic Imperatives
MODULE 01
Objective Setting
Plans fail when growth is sought in the wrong places. Based on your SOM and competitive noise, this model identifies your true source of growth and whether you should be playing offence or defence.
MODULE 02
Market Mapping
Stop spreading budget thin. This model scores markets on potential and complexity to surface your defensible niche — the place to concentrate firepower before expanding.
MODULE 03
KPI Ladder
Most brands measure the wrong things. Input your funnel health and the model identifies your leakiest stage — the one that deserves investment attention right now.
MODULE 04
Double Jeopardy
Smaller brands have fewer buyers AND lower loyalty — not one or the other. Based on Ehrenberg's laws, this model shows you why penetration always precedes frequency.
MODULE 05
Segmentation
Identify your highest-value audience clusters by net profit volume, not just LTV. Built on Dale Harrison's generalised NBD/Dirichlet model — the most rigorous segment valuation framework available.
AREA 02Growth Planning
MODULE 06
Brand Calculator
How much should go to brand versus activation? This model calculates the optimal split based on your category, lifecycle stage, and growth ambition. Rooted in the work of Binet, Field and Sharp.
MODULE 07
Structural Elasticity Matrix
If you're not both Quick to Mind AND Easy to Find, your growth is structurally capped. Use this to diagnose the limits on your CAC, LTV, and baseline conversion probability.
MODULE 08
Budget Planner
Model the revenue consequence of every media investment level over a three-year horizon. Based on the SOV/SOM relationship established by Binet, Field and Jones.
MODULE 09
Payback Calculator
The end of the argument about whether brand works. Models cumulative revenue return across 156 weeks using Weibull cohort curves — the most honest ROI model in the industry.
MODULE 10
In-Market Volumes
Most campaign targets are set against total TAM. This model calculates the precise proportion of your market actively in a buying cycle — and what that means for your short-term ceiling.
MODULE 11
Discounted Cash Flow
ROI and ROAS fail to account for time. DCF models the velocity of your media investment — because a dollar returned in year three is not the same as a dollar returned today.
AREA 03Advanced Optimizations
MODULE 12
Campaign Planner
Map your campaign challenge across Explicit-Implicit and Cool-Warm axes. Fame? Impact? Activation? Reinforce? The right archetype changes which channels work and how creative should be briefed.
MODULE 13
Channel Planner
A light regression engine that explores relationships between channel investment and real outcomes. With Bayesian priors and reverse causality testing — not a black box.
MODULE 14
Multi-Screen Optimizer
Run branch-and-bound optimizations to find the allocation that maximises unduplicated reach across up to six digital channels simultaneously. Attention-adjusted. Inspired by Karen Nelson-Field.
MODULE 15
Campaign Flighting
Advertising works hardest when it's continuous — but timing still matters. This tool pulls five years of behavioral data to surface your category's seasonal rhythm and turn it into a month-by-month budget split.
MODULE 16
Lead Calculator
Everyone wants sales, now. But short-term effects are a product of category demand and your existing share. This calculator shows the precise short-term constraints your campaigns are bound by.