Services
JTP Analytics provides independent marketing measurement support for organisations that already have meaningful data and need better answers from it. Engagements can cover a complete modelling project, a focused analysis, an independent audit or ongoing support for an internal or agency team.
Bespoke modelling
Models are designed around the decision they need to support, rather than forcing every organisation into the same template.
Typical projects include:
- Marketing Mix Modelling to estimate channel contribution, returns and uncertainty.
- Budget optimisation and scenario planning to explore where additional spend can work hardest.
- Hierarchical models for campaigns, products, regions or other related parts of a business.
- Product adoption and launch forecasting, including uncertainty around future demand.
- Bespoke Bayesian and time-series models for questions that do not fit an off-the-shelf solution.
Deliverables are agreed during scoping and can include the model, validation, documented assumptions, decision-ready outputs and a practical handover.
Incrementality testing
Attribution records where conversions were credited. Incrementality asks how many outcomes were actually caused by the activity.
JTP can help with:
- Designing geo-experiments, holdouts and switch-on or switch-off tests.
- Assessing whether an experiment is feasible before budget or markets are committed.
- Analysing test results with appropriate causal methods and uncertainty.
- Connecting experimental evidence to MMM assumptions and calibration.
- Building an experimentation roadmap where not every channel can be tested at once.
Model audits and validation
An independent review can reveal whether a model is credible enough for the decisions being made from it.
Audits can examine:
- Data suitability, transformations and feature construction.
- Model structure, assumptions, priors and constraints.
- Validation, holdout performance and sensitivity.
- Channel contribution, ROI and uncertainty estimates.
- Reproducibility, documentation and maintainability.
- Whether the outputs support the intended commercial decisions.
The result is a clear assessment of what is working, what needs attention and what should happen next. An audit can be used before accepting a vendor model, before a major planning cycle or when results do not pass a commercial sense check.
Team education and advisory
Good measurement should leave a team more capable, not more dependent on a black box.
Support can include:
- Marketing measurement foundations for mixed technical and non-technical audiences.
- Practical MMM, Bayesian modelling and causal inference training.
- Workshops on interpreting model outputs and uncertainty.
- Guidance for communicating measurement to senior stakeholders.
- Technical mentoring and review for analysts or data scientists.
- Ongoing office hours for difficult measurement questions.
Sessions can be tailored to the team’s existing knowledge, data and live commercial questions.
Agency measurement support
JTP also works with marketing agencies that want to strengthen their measurement offering without immediately adding a permanent specialist role.
This can include behind-the-scenes modelling support, independent review, method development, pitch or scoping advice, and help answering technically difficult client questions. The arrangement can be structured around a single project or ongoing advisory time.
Privacy-resilient measurement
The loss of third-party cookies and incomplete user-level tracking make platform attribution a less dependable foundation for long-term planning. MMM, controlled experiments and causal methods work primarily with aggregate outcomes and variation over time or geography. They can therefore provide useful evidence without relying on a complete trail of individual user journeys.
No method removes every limitation. JTP will make assumptions and uncertainty explicit, and recommend the simplest credible method for the decision at hand.
Is JTP a good fit?
JTP is best suited to 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 many sectors.
JTP works with no more than four clients concurrently so each engagement receives meaningful senior attention.