Consumer brands have the clearest objective in advertising, a sale, and the most ways to lose sight of it. Platforms report conversions each in their own currency. One order shows up as a dozen signals in a dozen accounts. And the dashboard that says return on ad spend is up is often the one that counts the same ticket several times.
We bring the discipline we learned in finance to brands that sell to people: the objective written down first, the measurement checked before the spend, and every channel planned as one strategy.
What is different about consumer
The objective is revenue, so the measurement has to be too
Tickets sold, orders placed, revenue booked: in your records, not in the platform's attribution. We connect ads to your analytics and your order data and we read the platforms' numbers against them. When they disagree, your records win.
A measurement audit before the first dollar
Much of a measurement audit can be run from public signals, without asking you for anything: what your tags send, which conversions fire where, how your pages load. One review of a single ticket purchase found nineteen purchase signals fired to fifteen ad accounts. That is the kind of finding we bring to a first conversation, not to a quarterly review.
Every channel, one plan
Connected TV, out-of-home, paid social, paid search and programmatic display, planned together and reported together. Out-of-home gets the same rigor as the rest: placements chosen for the audience, delivery verified, and the result measured in the same reporting.
Your creative, run fast
We do not make your ads. We tell you which version to run, where, and why, and we show you the proof. When a message needs live data in it, prices, a countdown, a sector's performance that day, we build the integration that keeps the creative current.
How the market sees you
What competitors are running, what AI assistants say when someone asks for a recommendation in your category, what reviews and search say. Reported next to your media, every week, because for a consumer brand those are the conversation your ads are walking into.
Media companies selling their own audience
Publishers and platforms that sell advertising are consumer brands with a B2B problem: the buyers are agencies and brands. We run that trade marketing with the same brand-study discipline we use everywhere else, with the question asked the same way every quarter.
What it has produced
- Quarterly LinkedIn brand studies for a media company selling its audience to agencies and brands, asked the same way each quarter and pooled, so the lift carries a probability a CFO can read.
- Paid search for several business lines optimized to the lead rather than the click, with the engaged-visitor rate against direct traffic as the standing check on lead quality.
- An advisor conference covered end to end in out-of-home: airport concourses, the streets outside the convention center and every kiosk inside, 10.5 million impressions. The campaign.
What you see
Every channel in one place, organized around the number you answer for: revenue or orders on the first line, the funnel beneath, and reach, frequency and cost as the diagnostics. How We Measure shows the reporting.
Who it is for
Attractions, travel and hospitality. Retail and direct-to-consumer brands. Media companies and platforms selling their own audience. A media budget of $2 million a year or more, and a CMO who answers to a CFO.
Results with figures are shared on a call, with the client’s permission.