Does it add up?
Every distribution must account for the whole audience, the whole budget, the whole period. If the parts don't sum to the total, something is hiding in the gap.
How we look
Our method starts where definitions differ - because inside that gap, budgets quietly leak. And it rests on one principle throughout: every number we report leads back to a source line. A page, a clause, an invoice. Facts you can check, not opinions you must trust.
Step zero - definitions
Two checks before any analysis: is everything there - what's missing is a finding in itself - and does everything mean what it should? Six examples of where the second check earns its keep:
A reach figure without a stated period, a metric without a definition - that's not data. That's a finding.
Trust, but verify.
Every distribution must account for the whole audience, the whole budget, the whole period. If the parts don't sum to the total, something is hiding in the gap.
Every stated figure must equal what the underlying data shows - same definition, same window, same baseline. A number that sounds better than it measures is a red flag, not a rounding issue.
Contacts, GRPs and impressions must reconcile with what was actually paid. A plan that quietly implies more - or less - spend than the budget is a plan with a window open somewhere.
We hold our own work to these tests first - and before a finding reaches you, your agency gets to respond: correct the facts, add the context. An auditor who can't be audited, and a finding that never heard the other side, are both just another black box.
No media religion
Advertising works within a contact zone - too few contacts are invisible, too many are waste. Plan bursts, measure working reach at the effective frequency for your category.
One contact close to the purchase moment beats repetition. Plan for continuous presence, measure reach per purchase cycle - week after week.
Both schools agree on one thing: the waste lives in the tails. Our only religion is independence - never a media theory. The yardstick is set per client, and we hold your agency to your strategy.
Honest numbers
A forecast is a professional estimate, not a guarantee, and we put that in writing. We agree the yardstick up front and record every prediction next to its outcome.
And one rule above all the machinery: never let the agency's AI prove the agency's work. Ours looks outward - at the market and the agency - never inward into your systems. And it answers to the same three checks as everyone else.