Before you spend another million on media, know what it will return.
Measurebyte helps marketing leaders find out what their spend really returns, test what will work better, and take the evidence to the board.
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Led by Neil Pursey
Neil has spent more than 20 years in data, media and marketing effectiveness. He works with CMOs, their teams and their agencies to find the one problem that's really holding growth back, before anyone sets a KPI.
Measurebyte doesn't buy media or take a margin on it. That independence is the point: we can tell you what's working without a stake in the answer, and give your agencies the commercial view they rarely get.
Effectiveness, measurement and media governance work for listed groups, fast-growing brands and agencies:
Platform metrics don't buy growth.
Most budget decisions come down to personal bias, because marketers rarely have a full view of what's working. Each team sees its own slice, and the platforms report on themselves.
- KPIs set before anyone has diagnosed the problem.
- Success judged on what the platforms report about themselves.
- Each metric reported on its own, with nothing to keep it honest.
- Agencies marking their own homework.
- Optimising on platform signals, with no test to say what caused what.
- A clear diagnosis first; the KPIs follow from it.
- Results checked against the sales and leads in your own systems.
- Every KPI paired with a counter-metric that keeps it honest.
- You report to your agencies, so they see the commercial result of their work.
- Every idea treated as a hypothesis, with a test that could prove it wrong.
More Think, Less Ink
Effectiveness = (Insights × Strategy) × (Creative × Media). The four multiply, so you can't multiply a zero. A brilliant media plan can't rescue a missing diagnosis, and the weakest link sets the ceiling for everything else.
One buyer's journey, four jobs. Each layer has a different job, so each needs its own creative, its own media rules and its own measure. The most common mistake is judging one layer on another layer's number.
| Layer | Who | Its job | Judge it on |
|---|---|---|---|
| SeeBrand | Category buyers who aren't shopping now | Be remembered before they need you | Reach to new buyers, audience penetration, recall |
| ThinkIn-market | People weighing up their options | Get on the shortlist | Share of Search, net-new users |
| DoPerformance | People ready to buy | Make it easy to say yes | Conversions and cost per outcome, with a counter-metric |
| CareCustomer | People who already chose you | Make them glad they did | Retention, repeat purchase, customer lifetime value |
Platforms don't grade their own homework.
Every channel is judged on its own job and proven with tests, not last click. We start with what the platforms report and work up to evidence that will stand up in front of your CFO.
- 01Platform reportsWhat the platforms say happened.
- 02Governed dataBuying, audiences, naming, tracking and spend, held to one standard.
- 03Controlled testsCreative and geo tests against comparison regions.
- 04IncrementalityLift on the business result, with a noise check.
- 05Media mix modelEvery channel valued on what it adds.
Every KPI has an early signal and a counter-metric
The early signal tells you sooner. The counter-metric catches the KPI being bought at the wrong cost.
Ideas earn their place
Each one names the strongest alternative explanation, and the backlog is ranked by likely impact, confidence and effort. Insight, idea, test, brief, read, and back again.
Know what chance looks like
Before calling a lift, we check how much the numbers move by chance, by running the same analysis on quiet weeks when nothing launched. A result inside that range isn't a result yet.
Say what's proven and what isn't
Each channel is marked proven, not proven yet, tracked but not tested, or not measured. Being upfront is what makes the proven parts believable.
Creative is scored against clear effectiveness criteria, such as whether you'd know whose ad it is with the logo covered, and each criterion stays a hypothesis until it's tested in your category.
What the work looks like
- Maturity assessmentTwelve business units in a financial services group, assessed and reported in a month, each with its own three priorities.
- WorkshopsA four-week workshop series for a performance agency's team, built on their own clients.
- Test and learnA test-and-learn programme for a digital marketplace: ideas ranked, tested region against region, and read back into the next brief.
- Agree one diagnosis before the next planning round.
- Pair each channel KPI with a counter-metric.
- Check platform conversions against your own sales data every month.
From first look to a system you run
Most clients start with a diagnostic, an assessment or workshops. When the board needs numbers it can rely on every month, we design the measurement, build it in your own cloud and run it with you.
Diagnose, design, build, manage
When the board asks for the numbers, have the answer.
Tell us where it hurts: the budget conversation, the agency relationship, or numbers nobody trusts. We'll suggest where to start.
TALK TO NEIL →