Marketing analytics, experiments and budget resources

Knowing whether marketing works takes numbers you can defend: what a customer costs to acquire, what that customer is worth, and whether spend caused the result or only preceded it. Start with the Unit Economics Calculator, size spend with the Marketing Budget Calculator, and prove lift with an incrementality test.

Covers: Unit economics, budget sizing, KPI reporting, attribution, A/B testing, incrementality, MMM.

Learn the method

Analytics & Attribution Playbook — An attribution model, a live channel dashboard and spend optimisation. B2C version
90-Day Growth Playbook — Audit the funnel, run focused experiments and turn winners into SOPs. (from Go-to-Market & Growth Planning)
Foundations Playbook — Positioning, ICP, a GTM plan and core analytics for early-stage teams. (from Strategy & Positioning) B2C version
Paid Media Budget Allocation Playbook — Set a CAC target from LTV and allocate spend to equal marginal CAC. (from Paid Media)
Pipeline Coverage & Forecasting Playbook — Size coverage from win rate, build a defensible forecast and review it weekly. (from Sales & Pipeline)

Run the numbers

Unit Economics Calculator — Pressure-test CAC, LTV, payback and gross margin, with a plain-English verdict on each.
Marketing Budget Calculator — Size annual marketing spend by stage, business model and motion, then see a channel split.
A/B Test Significance Calculator — Frequentist and Bayesian verdicts for up to three variants, plus a sample-size planner.
Marketing KPI Report — Turn one period of spend, funnel, revenue and pipeline into a board-ready snapshot.
Churn & Retention Calculator — NRR, GRR, revenue and logo churn, quick ratio and customer lifetime from one period. (from Retention, Expansion & Advocacy)
Paid Media Budget Allocator — Split ad spend across 16 channels with diminishing-returns math and a marginal-CAC solver. (from Paid Media)
Pipeline Forecast & Coverage Calculator — Weighted forecast, coverage against your win rate, the gap to target and the pipeline needed. (from Sales & Pipeline)

Build it

The MMM-Lite Starter Kit — A runnable media-mix model, data schema, incrementality template and decision rules.
The Marketing Budget Planner — Size, allocate, track and forecast spend with a CAC ceiling from your own unit economics.
The Marketing KPI Board Report — Board-ready KPIs with a trend, a benchmark and a headline for each.
The Retention & NRR Workbook — NRR, GRR, churn and quick ratio with benchmarks, a cohort view and an LTV sizer. (from Retention, Expansion & Advocacy)
The Startup Marketing Plan — A 90-day plan workbook: funnel and unit economics, positioning, channel scorecard, roadmap and budget. (from Go-to-Market & Growth Planning)
The Sales Pipeline & Forecast Tracker — Weighted forecast, coverage from your real win rate and the gap in dollars. (from Sales & Pipeline)

Run it with your AI agent

Incrementality & MMM — Design and read holdout, geo and lift tests, or a media-mix model.
Unit Economics — LTV, CAC, payback and a health verdict.
Marketing Budget Planning — Set the total budget and allocate it across functions.
A/B Test Significance — Check significance and size tests before you run them.
Marketing Report — Board-ready KPI snapshot with a decision-focused narrative.
Pipeline & Forecast — Weighted forecast, coverage ratio and the pipeline gap. (from Sales & Pipeline)

Read the research

Work with AAJ

MMM-Lite Engagement