Marketing & Media

Our platform measures the true incremental impact of campaigns through synthetic control methods, difference-in-differences analysis, and [causal forests](/research#heterogeneous-treatment-effects). This accounts for seasonal trends, baseline engagement patterns, and external events that correlate with campaign timing but don't reflect campaign impact. Content optimisation leverages causal analysis to identify which message elements, storytelling approaches, and creative styles actually change viewer behaviour, not just attract eyeballs. Attribution models move beyond last-click fallacy by estimating how each touchpoint contributes to conversion, accounting for the fact that customers see messages in sequences where early touches create awareness that later touches convert.

Media companies using our platform see measurable improvement in marketing ROI through better budget allocation, creative teams identify empirically grounded guidelines on what resonates with audiences, and advertising sales teams offer clients credible evidence of campaign effectiveness. Streaming and digital platforms optimise content recommendation and personalization by identifying which content attributes causally drive watch time and subscription retention. Publishers increase ad monetization by demonstrating genuine incremental reach and effect to advertisers, defending pricing against commoditization.

The platform integrates with ad servers, marketing automation platforms, and analytics tools to operate directly on campaign and engagement data.