Performance Marketing
Performance marketing is the wider discipline the other services sit inside. It decides which channels get funded, how they are compared, and what evidence is needed before spend increases.
The problem this work solves.
Channels are usually managed in isolation. Each one reports its own success, the totals do not reconcile, and the business is left choosing between three versions of the same quarter.
The work here is to give every channel one definition of a customer, one view of cost, and one standard of evidence, so that budget decisions stop being a negotiation between specialists.
How ProData works on it.
This sits above the individual channels and decides how they are compared with each other.
Commercial targets first
What a customer is worth, what the business can afford to pay for one, and how quickly that has to be recovered. Everything downstream is set by those three numbers.
Channel roles
Each channel is given a job. Some capture existing intent efficiently, some build demand that pays back later, and they should not be held to the same weekly standard.
One measurement standard
Shared conversion definitions and a single reporting view. Where channels disagree, the difference is explained rather than averaged away.
Structured testing
A running list of hypotheses ranked by potential effect and the cost of finding out. Tests are sized so the answer is usable.
Reallocation
Budget moves on evidence, on a set cadence. Channels that hold efficiency at higher volume take more. Channels that do not are capped rather than defended.
What the work covers.
The scope here is wider than one platform, so the list runs across the whole programme. Scope is agreed per engagement, and not every item applies to every client.
- Channel mix and budget planning
- Cross channel measurement design
- Conversion and event taxonomy
- Test roadmap and prioritisation
- Creative and message strategy
- Funnel and landing experience review
- Forecasting and scenario modelling
- Reporting structure and cadence
- Channel and partner selection
- Scaling and cap decisions
How measurement is handled.
No single attribution model is correct, and choosing one and defending it is not a strategy. We use platform data, client side records and, where volume allows, holdout or geographic tests to check what the models are claiming.
Where evidence is thin, the recommendation says so. That is more useful than a confident number built on an assumption nobody stated.
- Blended acquisition cost tracked alongside channel level cost
- Payback period measured, not only immediate return
- Model output checked against independent evidence where possible
- Reporting reconciled with the numbers finance already uses
- Assumptions written down and reviewed as conditions change
Where this service is applied.
Work that usually sits alongside it.
Talk to us about performance marketing.
If two channels are both claiming the same conversions, that is the problem to solve first. Tell us what you are seeing.