An independent study of where your marketing budget is working and where it isn't. One clear reallocation recommendation, sized, risk-tested, and ready for finance.
Most marketing budgets are set by last year's budget. Channels that worked three years ago keep their share, new channels fight for what's left, and nobody can say with confidence what would happen if the split changed. Money ends up sitting in channels that passed their point of diminishing returns long ago.
A Budget Reallocation Study answers one question: given what you spend today, where should it go instead? We analyse your spend and outcome history, weigh it against platform data and any tests you've already run, and land on a specific recommendation: how much to move, from where, to where, and what you should expect in return.
You don't buy a model, a dashboard, or a software licence. You buy the answer, the evidence behind it, and a plan to prove it in market.
Marketing and finance leaders who suspect the current split is costing them, but can't yet justify a full media mix model. Typically:
We assemble at least 12 months of spend, revenue, and conversion data by channel, then reconcile it against your finance figures. The study starts from numbers marketing and finance already agree on.
Average ROAS hides the problem. We estimate where each channel sits on its response curve: which are still scaling, which have flattened, and what the next dollar returns in each.
Platform-reported results, analytics data, and any lift or holdout tests you've run are weighed against each other. Where the evidence disagrees, we say so, and the recommendation accounts for it.
We model three to four realistic splits, from conservative to bold, each with an expected outcome range and the risks that come with it. Then we pick one and make the case for it.
Every recommendation ships with a test design: a geo or time-based holdout that proves the shift in market before you commit the full budget.
We present to marketing and finance together, in a format built to get a decision in the room, not to start another round of analysis.
How much to move, from which channels, to which channels, and when. One answer, not a menu of options.
The uplift you should expect at the same total spend, expressed as a range finance can hold you to.
A ready-to-run validation test, so the first phase of the shift earns the right to the rest.
Tell us about your channels and spend, and we'll confirm your data supports a study before you commit.