Marketing science that tells you what's actually working
Without incrementality at the core, you're just guessing. We build MMMs, run lift studies, and create measurement frameworks that show you where growth is really coming from — so you can scale with confidence.
Platform attribution is broken. Meta can overattribute as much as it underattributes. Google can claim revenue that was already coming. In-platform attribution is still vital for comparing apples with apples, but it doesn't show you the impact on your P&L.
If you're omnichannel, the journey gets even harder. Did you know that ASCs have a better impact on retail than Manual campaigns? Or that awareness creates as much spend on Amazon as it does on DTC? Proper measurement techniques are required the more complex things get.
We fix that. Proper marketing science — incrementality studies, marketing mix modelling, correlation analysis — gives you the truth. Not what platforms want you to believe. What's actually happening. That's when you can scale properly.
MMM for larger clients
For brands with significant spend, we build full media mix models. These show you the true contribution of each channel, accounting for diminishing returns, saturation curves, and cross-channel effects. Real insight, not platform spin.
Correlation models for growing brands
Not every brand needs a full MMM. For smaller clients, we build correlation models — what's the relationship between Meta spend and Amazon revenue? If it's tight, we use blended metrics. Simpler, but still grounded in reality.
Geo lifts and conversion lifts
We run incrementality experiments to validate what we're seeing. Geo lift tests. Conversion lift studies. These tell you what a channel actually contributes — not what it claims to contribute.
Tiered to your stage
We meet you where you are. Bigger clients get full MMMs. Mid-tier clients get hybrid approaches. Growing brands get correlation analysis. The goal is always the same: know what's working.
Built into the system
Marketing science isn't a one-off project. It feeds directly into the Ballpoint Growth Framework. Every week, measurement informs decisions. Every month, the picture gets clearer.
Ex-in-house talent
Every strategist has wrestled with attribution problems in-house. We've sat next to the CFO who was saying 'these numbers don't stack up' when looking at what one channel was reporting, we know how important your P&L is.
Incrementality-focused
We don't trust platform data by default. We verify. If a channel can't prove its contribution, we reallocate spend to one that can.
Experiment engine
Measurement is ongoing, not occasional. Weekly sprints, regular lift studies, continuous refinement. You get smarter about your marketing every month.
We build marketing science into all of our retainers, but if you're spending over £100k/month and looking for standalone work, we can help.
