The job of marketing is to create the conditions that make profitable sales more likely. This site shows the mechanisms by which that happens.
Marketing rarely makes a sale on its own. It changes the odds: whether people know a brand, think of it when they need what it sells, have a reason to choose it, and can find it at a price that works. Each module examines the mechanisms at work and lets you move the levers. They build in order, but each stands on its own.
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8 modules are live. More are on the way.
The foundation
Start here: how buyers sit in a market, how brand and performance work on it, and what that is worth.
01Live · ~4 min
Where buyers are
Plans draw one line to a sale. Real people take many paths. See them, then see how a messy market can still be counted.
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02Live · ~4 min
Brand and performance
Brand gets people ready; performance creates and captures the opportunity. Slide between them and see why each needs the other — and why cutting brand can look like it works at first.
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03Live · ~4 min
What a brand is worth
Put a brand next to a rival and watch who wins the buying occasion. Then take its equity away and see how many sales go with it.
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01 counts how many people sit at each stage today; 02 shows how brand and performance each work on them; 03 puts a value on them.
How growth works
What you’re after, which route gets you there from where you are, and one popular route put to the test.
04Live · ~4 min
Two ways to grow share
Share is money; penetration is buyers. Hold one still and watch the other move — and see why profitable revenue is the real goal.
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05Live · ~4 min
Which route, from where you are
A leader and a challenger, same market, same money, different best mix. Watch what the challenger loses by copying the leader — and why a snapshot of settled brands tells the story backwards.
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06Live · ~4 min
Reach, frequency and targeting
Two campaigns with the same budget. Which one wins depends on what you measure — and here’s how to test it for real.
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Judging media
How to tell what a media buy actually did.
07Live · ~2 min
What a media buy really bought
Same budget: a $2 CPM reaches seven times as many people, a $9 CPM moves twice as many. The price of an impression isn’t what it did.
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Putting it together
Use everything above to split a growth budget.
08Live · ~6 min
Splitting the budget
Start from purchase occasions, not a ratio. See which ones brand can move and which performance can reach — then let the split fall out and compare it with 60/40.
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More modules to come
New modules are added as they’re built.
By Amit Roy. Interactive models from a book in progress on how marketing creates, captures, and preserves profitable demand.