Know what is working, and what to do next.

A marketing analytics agency helps businesses understand what their marketing is achieving and where to invest next. At Vertical that covers measurement strategy, tracking and data foundations, dashboards and reporting, marketing mix modelling, incrementality testing, forecasting and regular insight reviews. We bring data from ad platforms, your store or CRM and your own sales together, so decisions about budget and strategy are based on an honest view of performance.

Each advertising platform measures its own contribution, often using generous attribution rules, so the same sale can be claimed by several channels at once. Add up platform reports and the total frequently exceeds actual revenue. Platforms also struggle to see offline activity, brand effects and changes in browser tracking. We use platform data as one input, then reconcile it with real sales and test it independently, giving a far more reliable picture.

Marketing mix modelling, often called MMM, is a statistical approach that estimates how each marketing channel contributes to sales over time. It uses historical spend and sales data, alongside factors such as seasonality, pricing and promotions, to separate the effect of each activity. Because it does not depend on tracking individual users, it can measure offline channels and brand effects, and show where extra budget is likely to deliver the strongest return.

Incrementality testing measures how much a channel or campaign truly adds, by comparing a group that sees the activity with a similar group that does not. Common methods include geographic holdouts, audience splits and platform lift studies. The difference between the two groups shows the real impact, separating sales caused by marketing from those that would have happened anyway. Incrementality results are also valuable for checking and calibrating mix models.

They answer different questions. Dashboards show what is happening day to day and help teams manage campaigns quickly. Mix models look at longer periods to estimate each channel's overall contribution and guide budget allocation. Incrementality tests check specific assumptions with controlled experiments. Used together, each method fills gaps in the others, giving you fast operational signals and a reliable strategic view of where marketing creates value.

No forecast is certain, but a good one gives a realistic range based on past performance, seasonality, planned spend and known changes in the market. We build forecasts with clear scenarios, show the assumptions behind them and update them as new data arrives. That helps you set achievable targets, plan budgets with confidence and spot early when results are drifting from plan, so there is time to respond.

Usually we need access to your advertising platforms, web analytics, store or CRM and any sales data held elsewhere. For marketing mix modelling, around two years of weekly spend and sales data is ideal, though useful work can start with less. We begin with an audit of tracking and data quality, fix any gaps in the foundations and then build reporting and models on top of data you can trust.

We use AI agents to monitor performance across sources, detect anomalies, prepare data, draft analysis and run forecast scenarios quickly. That lets our analysts spend more time on the questions that need judgement. Every finding, model and recommendation is checked by our team before it reaches you, so AI speeds up the routine work while experienced people test assumptions, interpret results and decide what we recommend.

A tracking audit and core dashboards can usually be in place within a few weeks. Incrementality tests take a little longer, because they need time to run and gather enough data for a clear result. Marketing mix models typically take several weeks to build and validate, then are refreshed regularly. We agree priorities at the start, so the most valuable answers arrive first while the fuller picture is built.