Evidence · Service 06
Digital Marketing Advisory
Judge what your digital spend, tools, and reporting are actually doing, with the advisory fee as our only stake in the answer.
The situation
Why this is harder here.
Reach denominators in this market exceed the population, and the base behind each one sits outside the report. An audit here is mostly a reconciliation exercise: working out which number in the reporting stack is a population, which is a device, and which is an account.
What we do
The method, step by step.
- Inventory every tool, every tag, and every contract, with renewal dates.
- Reconstruct the measurement chain from spend to signal to reported outcome, and name the break.
- Write the metric definitions the organization is actually going to use, on one page.
- Test attribution against a holdout where the data allows one, and name the places where the answer rests on judgment.
- Rationalize the stack against what the reporting needs, naming the requirement each tool serves.
What you receive
Named documents, agreed before we start.
| Deliverable | Format | Extent | Appendix |
|---|---|---|---|
| Digital audit | 22 to 30 pages | Tag inventory, screenshot log | |
| Martech inventory and rationalization plan | PDF plus workbook | 10 to 14 pages | Contract and renewal table |
| Attribution findings | 12 to 18 pages | Test design, with the held-out population and the exposed one named | |
| Metric definitions | 1 to 2 pages | The base and the date for every rate |
How this engagement is scoped
This is advisory, and the name of the service is the scope of it. The accounts, the contracts, and the media spend stay in your name, and the audit runs on reporting access and the documents you hold. Our revenue on this engagement is your advisory fee alone, and the engagement terms carry that as a clause covering every platform, agency, and tool vendor named in the audit.
Questions this answers
If you are asking these, this is the service.
- What is this spend actually returning, measured against a base I can defend?
- Where does the measurement chain break between spend and reported outcome?
- Which tools are we paying for, and what does the reporting use each one for?
- What can attribution honestly tell us here, and where does the answer become judgment?
- What does each rate in this report actually divide by?
Tell us the question.
If desk research answers your question in three weeks, we will tell you that in writing. Send us the question and we will scope the work it takes to answer it properly.
Office No. 1101-393
The Offices at Ibn Battuta Gate
Jabal Ali First, Dubai, United Arab Emirates
We reply within one UAE business day.