Where should we move budget?
Compare investment options against customer value, revenue and the quality of the evidence.
- Channel and market allocation
- Scale, fix, test or stop
Performance marketing · Measurement · Growth strategy
Know where your marketing budget should go next.
Know what to scale, fix, test or stop. Turn your performance data into clearer decisions and stronger growth.
Strategy · Systems design · Team development · Delivery leadership
Commercial experience at scale
£250m+online sales supported by digital marketing over three years
£23mannual marketing budget managed across 30+ markets
15+ yearsin B2C performance marketing and growth
How we help
Three decisions worth getting right.
For growth leaders weighing material investment across channels or markets, especially when the numbers point in different directions.
What’s holding growth back?
Find the constraint before committing more budget. Separate customer volume, value and conversion.
- Revenue and customer economics
- Prioritised growth decisions
Which results can we trust?
Reconcile attribution, models and experiments with what the business actually earns.
- Evidence strengths and limits
- A proportionate measurement roadmap
Selected work
Performance marketing tied to commercial goals.
Work I led in previous roles, alongside teams and partners.
20%relative improvement in paid media contribution margin
Connected customer lifetime value, attribution and reporting to better paid media investment decisions.
More
The situation
Paid media investment needed a clearer connection to customer value and contribution margin.
The recommendation & action
Led cross-functional work with Commercial, Insights and Analytics to refine customer lifetime value and align it with the in-house attribution model and reporting. Worked with specialist teams to translate the evidence into paid media investment decisions.
The result
The customer-value work led to a 20% relative improvement in paid media contribution margin in Q2 2026.
10%reduction in CAC:LTV ratio
Reduced spend on loss-making audiences and redirected investment towards the most profitable segments.
More
The situation
Investment in loss-making audience segments was holding back acquisition efficiency.
The recommendation & action
Set the performance marketing direction and coordinated work across Creative and Insights teams. Used Map, Moment and Meaning to connect audience insight, targeting and creative relevance, then redirected budget from loss-making audiences to the most profitable segments.
The result
The work led to a 10% reduction in CAC:LTV ratio at the start of Q3 2026.
Sales recoveredat a fraction of the cost
Restored demand with a global strategy across paid search, social, video and app campaigns.
More
The situation
The business needed to rebuild sales after the pandemic while improving the cost of acquisition.
The recommendation & action
Set global D2C strategy using customer research, attribution and incrementality testing to guide campaign decisions.
The result
Sales returned to pre-pandemic levels at a fraction of the cost.
From direction to delivery
Set the direction. Build the capability. See it through.
Work with a senior partner who defines the strategy, designs the marketing and measurement systems, develops your team and leads delivery. Bring in specialist expertise where needed, with clear ownership from the first decision through to implementation.
What you receive
Know your next move. Get it delivered.
Know where to invest, what to change and how to make it happen. Get a clear plan, the right systems and a team equipped to deliver, with experienced leadership to see the work through.
Put your budget where it works harder
Test before you commit more budget.
Start with a small test. Use the results to decide whether to increase investment.
- What we’ll check
- Will the extra spend bring in customers at a worthwhile return?
- What you’ll learn
- Whether the results justify a bigger investment.
- Your next step
- Agree the test budget, who’ll run it and when to review.
Choose where to increase investment, where to cut back and what to test first.
Find what’s holding growth back
Find the cause. Focus your effort.
Revenue
OrdersAOV
Are you winning enough orders? How much is each worth? Follow the numbers to find what needs attention.
Focus your team on the changes most likely to improve growth.
Know which results you can trust
Get evidence that helps you decide.
- Attribution
- See which activity receives credit for sales and where tracking leaves gaps.
- MMM
- Understand how marketing and other factors relate to overall sales.
- Incrementality
- Test whether your marketing creates additional sales.
Choose the right approach for your decision, understand its limits and put the findings to work.
Services
Start with the decision you need to make.
A defined project when the question is clear, a diagnostic when it isn’t, and senior advice when important decisions recur.
Marketing investment project
Resolve a budget, market, channel or measurement decision. Define the strategy, design the systems and lead the initiative through to delivery. Get clear recommendations and, where agreed, implemented capabilities, team training and a practical handover. We agree the scope, inputs, timetable and fee before work starts.
Discuss a project ↗Performance & measurement diagnostic
When the decision or constraint is unclear, establish what matters, what the evidence can support and where the gaps are. Leave with prioritised decisions, next steps and a scoped route forward.
Discuss a diagnostic ↗Senior advisory
Bring senior experience to recurring investment decisions and complex initiatives. Set priorities, develop your team and lead work across agencies and specialists. Agree clear ownership, milestones and outcomes.
Discuss advisory support ↗Google Ads (Search and Performance Max), Meta, TikTok, Snapchat and Apple Search Ads. Measurement across GA4, Firebase, AppsFlyer or Branch - with attribution, incrementality testing and MMM where the data supports it.
Before we talk
A few practical questions.
Do you build attribution models and MMM yourself?
I define what the measurement needs to answer, shape the brief, select and challenge specialist partners, and connect their work to your investment decisions. Specialist analysts and engineers build the technical models. I lead the initiative, help your team use the outputs and keep delivery moving.
Can you work with our team, agency or measurement provider?
Yes. GV provides independent commercial interpretation across your existing evidence and partners. We agree responsibilities and who owns the final decision at the outset.
What evidence will you need?
It depends on the decision. We agree relevant campaign, revenue, customer-value and measurement inputs before scoping the work, and make gaps and limitations explicit. Not every project needs attribution, MMM and an experiment.
What will we receive?
A concise recommendation deck, supporting analysis and assumptions, and an action plan with owners and review dates. Depending on your decision, we include budget options, a revenue decision tree or a measurement roadmap.
Who leads delivery and who builds the technical components?
David leads the initiative, designs the approach, develops your team and keeps delivery moving. Your team, agency or agreed specialist partners build the technical components. We agree ownership, milestones, training and handover upfront.
What happens on the free introductory call?
We discuss the decision, business outcome, sponsor and timing to establish fit and scope. It’s an introductory conversation. We agree the scope and fee for any diagnostic or project separately.
Let’s talk
What decision do you need to make?
Tell us the business outcome, when you need to decide and what’s making the choice difficult. We’ll establish whether GV can help.
Useful context: the investment at stake, your decision date, who owns the decision and the evidence you already have.