Methodology
The Legendary Performance Engine™.
The standardized, auditable system behind every dollar we run. This is our proof.
STAGE 01
Strategy
Signal Map™
Audience architecture, offer mapping, forecast modeling, and channel-mix design before a dollar moves.
STAGE 02
Deployment
Clean Launch™
Account structure, tracking (server-side + CAPI), creative testing systems, and launch.
STAGE 03
Scale
Velocity Ladder™
Budget-scaling logic, creative velocity, audience expansion, and fatigue management.
STAGE 04
Attribution
Ground Truth™
MMM + MTA + incrementality triangulation, feeding back into strategy.
Feedback loop: Attribution → Strategy
Measurement
MMM vs MTA vs Incrementality — the decision matrix.
The three are complementary, not competing. Here's when we reach for each.
| Method | Strength | Weakness | Use when |
|---|---|---|---|
| MMM | Top-down budget allocation. Privacy-resilient. | Slow to react. Directional, not tactical. | Quarterly planning, channel mix. |
| MTA | Tactical in-channel optimization. Fast signals. | Reported, not causal. Breaks post-ATT. | Weekly ad-level decisions. |
| Incrementality (geo-lift) | Causal ground truth. Settles disputes. | Expensive. Requires volume. | Validating MMM/MTA when they disagree. |
Creative velocity
20–30 concepts per week, per $100K.
Winners scaled within 48 hours. Losers cut within 72–96. Rotation at 2.5–3.0 frequency. This is a published operating standard, not a nice-to-have.