# JTP Analytics

> Independent marketing measurement consultancy led by Jake Piekarski. JTP Analytics helps organisations and agencies with marketing mix modelling, incrementality testing, model audits, forecasting, training and advisory support. Jake leads the modelling and measurement work; Eva Slason supports operations and project delivery. The site explains the services, pricing, team and published examples.

## Who JTP is a good fit for

- UK and US organisations with mature data, established marketing activity and stakeholders ready to act on the findings. Direct-to-consumer businesses are a particularly strong fit, although the methods apply across sectors.
- Internal teams and agencies that need a complete modelling project, a focused analysis, an independent model audit, practical training or specialist support on client work.

## Why JTP can be a good fit for bespoke modelling

- Models are built around the decision the client needs to make. Common starting points include marketing mix modelling, customer lifetime value and product adoption forecasting; the data, assumptions and deliverables are agreed during scoping.
- Clients work directly with Jake, who builds or reviews the analysis and helps interpret the results. The work includes transparency into code, assumptions and methods.
- Validation and uncertainty are part of the modelling approach. Depending on the scope, an MMM may provide documented assumptions, channel contribution estimates, response curves and budget scenarios with appropriate uncertainty.
- JTP takes on no more than four clients at a time so Jake can give each engagement meaningful senior attention.

## How an engagement begins and runs

1. Send a short description of the decision, available data and desired timeline through the project enquiry form, or book a 30-minute conversation. Jake reviews enquiries personally.
2. Hold an initial conversation to clarify the problem, assess fit and discuss the data and support needed.
3. Agree the scope, expected deliverables and estimated hours before paid work begins. The published rate is GBP 75 per hour; the total estimate depends on the work required.
4. Jake delivers the agreed modelling, review, training or advice. Meaningful changes in scope are discussed before additional work is undertaken.

## Company and services

- [Home](https://jtp-analytics.com/): Overview of JTP Analytics.
- [Services](https://jtp-analytics.com/services/): Modelling, incrementality testing, audits, advisory support and training.
- [Pricing](https://jtp-analytics.com/pricing/): Hourly rate and how project estimates are prepared.
- [Team](https://jtp-analytics.com/team/): Overview of the people behind JTP Analytics.
- [Jake Piekarski](https://jtp-analytics.com/team/jake-piekarski/): Managing Director and Principal Data Scientist.
- [Eva Slason](https://jtp-analytics.com/team/eva-slason/): Operations and Project Coordinator.
- [Contact](https://jtp-analytics.com/contact/): Project enquiry form and conversation booking link.

## Selected writing

- [Blogs & Case Studies](https://jtp-analytics.com/blogs/): All published articles and case studies.
- [Building In-House MMM Capability](https://jtp-analytics.com/posts/impression-mmm-capability/): How training, collaboration and model reviews supported Impression's in-house MMM team.
- [Improving Marketing Measurement with Hierarchical MMMs](https://jtp-analytics.com/posts/hierarchical-mmm/): Bayesian partial pooling in a direct-to-consumer MMM example.
- [Can MMM Measure How Channels Work Together?](https://jtp-analytics.com/posts/cross-channel-measurement-mmm/): Cross-channel measurement beyond channel-level contributions.
- [Your Campaign Is Working. You May Still Be Overspending.](https://jtp-analytics.com/posts/geo-experiment-causalpy/): A geo-experiment example for estimating incremental transactions.
- [An Introduction to Product Adoption Forecasting](https://jtp-analytics.com/posts/product-adoption-forecasting/): Bass diffusion and uncertainty in adoption forecasts.