Performance
Performance Marketing
Every channel judged by the same question: what did it return?
The problem
Channels get judged by different standards inside the same company. Search is measured on cost per lead, social on reach, remarketing on a return figure that double-counts customers who would have bought anyway. Nobody can say which channel deserves the next thousand, because no two are measured the same way.
Precision
How the work actually runs.
One measurement standard
Every channel reports against the same definition of a conversion and the same value.
Incrementality over attribution
The question is not which channel touched the sale, but which channel caused one that would not otherwise have happened.
Budget as a moving allocation
Reviewed monthly against results, not fixed annually against last year's split.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
How do you decide the channel split?
By what each channel returns at the margin, tested rather than assumed. The split at the start is a hypothesis; by month three it is evidence.
Do you run creative as well as media?
We produce and test performance creative. Brand campaigns and production at scale sit better with a specialist studio, and we will say so rather than take the work.
Related
Also in Performance.
Precision
The rest of Performance.
Innovation
Related thinking.
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Growth
Start with the numbers you already have.
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