Marketing should learn from every move.
Better decisions need a system that stays connected to what happens next.
Evidence before action.
Start with causal measurement and the business question.
A forecast before the result.
Make the expectation clear enough to check.
Action with accountability.
Work within permissions. Distinguish a plan from an applied change.
Learning with context.
Keep what the evidence supports. Investigate a miss. Leave uncertainty open.
“We optimize for truth at all costs”
The advertising industry is broken.
4 years ago I was the CMO of a Marketing Agency and I just started managing 12M$/year of advertising investments.
My company was growing and while most of the people would feel joy, I was devastated 12M$ is a huge responsibility. If I made a mistake, I would cause millions of $ in damages and no data, nor analytics tool could help me allocate the budget to avoid mistakes.
Attributions are deprecated and do not show you the full picture of what’s working in your marketing mix.
How are you supposed to drive growth for your company if this is your playfield?
We need a world with easy, accurate measurement accessible to businesses of all sizes and continuous guidance to where to spend the next dollar to unlock incremental growth over time.
That’s why Cassandra was born.
Cassandra is the marketing brain, designed for marketers, to:
Measure full funnel performances
Demonstrate incrementality
Guide your allocation decision to unlock additional sales
Cassandra currently helps 100 marketing teams globally to find out the Truth and plan their next dollar of advertising budget only where it generates incremental sales.
It was built to optimize for truth at all costs.
even if it means showing a bad past effectiveness of ads
even if it means showing off bad past decisions
even if it means suggesting to pull all the budget from a channel that doesn’t bring incremental sales.
And it guides every marketing team in this journey to figure out the true effectiveness of their investments and allocate their capital more efficiently to unlock additional growth out of their investments
Gabriele Franco
Co-founder of Cassandra