Performance marketing consultancy

Know where your marketing budget should go next.

We connect performance marketing to commercial decisions your team can act on, then build the systems and skills to keep making those decisions well.

Discuss your investment decision See example deliverables

Strategy · Systems design · Measurement · Econometrics · Team development

Close-up of dark-skinned hands working on a laptop displaying analytics charts

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

Make smarter growth decisions

Turn your growth questions into a clear next move.

Bring the question. Leave with a clear recommendation, the evidence behind it and a plan your team can act on.

01 / INVESTMENT

Where should we move budget?

A prioritised investment recommendation

Compare channels and markets against customer value and commercial return. Know where to scale, cut back or test first.

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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.

02 / GROWTH

What’s holding growth back?

A diagnosis and action plan

Find the constraint across customer volume, value and conversion. Give your team clear priorities and a practical next step.

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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.

03 / EVIDENCE

Which results can we trust?

A measurement roadmap

Choose the right mix of attribution, modelling and testing. Know what the evidence supports and what to measure next.

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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.

Selected work

Performance marketing tied to commercial goals.

Work led alongside in-house teams, agencies and partners across multiple verticals (including travel, retail and fintech) on web and app.

Customer value · Q2 2026

20%relative improvement in paid media contribution margin

Connected customer lifetime value, attribution and reporting to better paid media investment decisions.

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.

Creative-led targeting · Early Q3 2026

10%reduction in CAC:LTV ratio

Reduced spend on loss-making audiences and redirected investment towards the most profitable segments.

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 (geo), Moment (context) and Meaning (emotional relevance) to connect audience insight, targeting and creative, 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.

Optimal investment · Post-Covid

Sales recoveredat a fraction of the cost

Restored demand with a global strategy across paid search, social, video and app campaigns.

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.

Services

Start with the decision you need to make.

The core engagement builds a better way to make and act on marketing investment decisions. Start with a defined project, use a paid diagnostic when the question is unclear, or add selective advice as the new approach takes hold.

Project based

Marketing investment project

Resolve a budget, market, channel or measurement decision. Get clear recommendations, the systems to act on them and a team equipped to deliver. We agree the scope, owners, timetable and fee upfront.

Discuss a project ↗

Diagnostic

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 ↗

Ongoing access

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 ↗

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 decision deck, supporting analysis and explicit assumptions, plus an action plan with owners, timing and review measures. Where the project needs a repeatable process, we also define decision rules, evidence standards, roles, routines, tools and team practice. Examples include budget options, a revenue decision tree or a measurement roadmap.

Who leads delivery and who builds the technical components?

David leads the commercial strategy, decision-system design and team adoption. Your team, agency or agreed specialist partners build specialist technical components where needed. We agree ownership, milestones, practice, handover and adoption checks 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.