We connect performance marketing to commercial decisions your team can act on, then build the systems and skills to keep making those decisions well.
Strategy · Systems design · Measurement · Econometrics · Team development
Commercial experience at scale
For growth leaders weighing material investment across channels or markets, especially when the numbers point in different directions.
Compare investment options against customer value, revenue and the quality of the evidence. Make the commercial trade-off in value, volume and rate: revenue, orders and average order value.
Find the constraint before committing more budget. Separate customer volume, value and conversion.
Use attribution, marketing mix modelling and incrementality together where they can support the business decision.
Work I led in previous roles, alongside teams and partners.
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.
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.
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.
Work with a senior partner to turn an investment question into a repeatable decision system. Set commercial priorities, evidence standards, roles and routines, then build your team’s capability to use them. Specialist partners can implement technical components, with clear ownership and agreed adoption checks.
Get a clear investment recommendation, the evidence and assumptions behind it, and a practical way to act on it. Where the problem calls for it, the work also defines decision rules, evidence standards, roles, review routines, tools and team practice so better decisions continue after the project.
Start with a small test. Use the results to decide whether to increase investment.
Choose where to increase investment, where to cut back and what to test first.
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.
Choose the right approach for your decision, understand its limits and put the findings to work.
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.
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 ↗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 ↗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.
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.
Yes. GV provides independent commercial interpretation across your existing evidence and partners. We agree responsibilities and who owns the final decision at the outset.
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.
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.
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.
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.
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.
