Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10Marketing mix modelling is back at the centre of the CFO conversation- twenty10Multi-touch attribution alone can't survive cookie deprecation: triangulation is the new default- twenty10Geo lift tests and incrementality studies are calibrating the next generation of MMM- twenty10Clean rooms + MMM: how retailers and CPGs are closing the measurement gap- twenty10The UK MMM landscape: who's serious, who's selling a dashboard- twenty10Comparing marketing mix modelling providers in the UK- twenty10Brand vs performance: measuring long-term equity effects in a P&L your CFO can read- twenty10
Solutions/Pillar 02 · Profit Growth

Short-term performance bias → Starving the brand

Defend: or grow: brand investment with a P&L your CFO can read.

The problem

The easiest-to-measure levers always look most valuable. Performance media closes the loop quickly. Promotions show up in the weekly numbers. Brand, sponsorship and long-term investment are harder to prove: so they get cut first and justified last. Over time this creates a systematic bias toward short-term tactics at the expense of the equity that makes everything else work. The ROI looks fine on paper. It just can't be linked to growth.

Gateway offering

A fast way in.

Start with a focused engagement that delivers value in weeks: before committing to a full build.

Gateway: Brand contribution health-check

A 4-week diagnostic that isolates the long-term contribution of brand and sponsorship spend, calibrated against your actual P&L rather than industry-benchmark multipliers borrowed from someone else's model.

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How we fix it

Our solutions

  • Triangulation framework: last-click as the base, calibrated by geo/lift testing and econometrics
  • Long-term effects measured properly: not with industry-benchmark multipliers
  • Brand equity data used to show impact on price elasticity and demand-generation efficiency
  • Geo/store-level test-and-control for brands not yet at MMM scale
  • P&L simulator: runs any lever change (brand media, promo intensity, sponsorship) through the full P&L
  • Finance-friendly bridge chart: explains volume decline or growth by lever in CFO language
What you get

Desired outcomes

  • Outcome 01

    A measurement framework that makes the case for brand investment in CFO language

  • Outcome 02

    Budget allocation that reflects true short- and long-term channel contribution

  • Outcome 03

    Confidence to defend: or grow: brand spend based on evidence

30%+

Marketing efficiency uplift through reallocation across a typical engagement.

CFO-ready

Bridge chart that translates volume moves into P&L language, by lever.

Why us

Why we're the obvious choice.

  • →Not Meta-affiliated; no conflict of interest in recommending channel mix
  • →We measure long-term effects properly, not with multipliers borrowed from someone else's model
  • →P&L scenario tool built for CFOs, not just media planners
  • →Geo testing available for brands not yet at MMM scale: right tool for the right moment

Ready to fix this one?

A 30-minute Clarity Score conversation is the fastest way to know if we're the right team for you.

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Next pillar: Move Fast + Retain

Slow, rigid and locked away → Models nobody acts on

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