GV Marketing insights
Better evidence. Clearer investment decisions.
How to allocate your marketing budget when the reports disagree
Every channel’s winning. Somehow, the business isn’t. Work through conflicting reports and decide where your next pound should go.
Read the article →Marketing investment · 16 October 2026Why a higher ROAS can leave your business worse off
Higher ROAS can coincide with lower contribution. See worked examples showing how spend, margin and customer value change a marketing investment decision.
Read the article →Marketing investment · 16 October 2026Attribution, MMM or incrementality: which will help your next decision?
Compare attribution, marketing mix modelling and incrementality testing by the decisions they support, their data needs and the uncertainty each leaves.
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