When marketing is active, but performance isn’t where it should be
Whether you have a handful of marketing activities or a substantial programme, the challenge is understanding what is genuinely contributing to growth, what is underperforming and where changes could make a meaningful difference.
The starting point is understanding what your marketing is really delivering — looking at the channels, customer journeys, data and ways of working you already have in place to find where performance is being lost and where there is genuine potential to improve.
What’s actually working?
It’s easy to see activity without knowing what’s really driving results. I look at performance across your existing marketing to understand which channels, campaigns and customer journeys are delivering — and which may be getting more credit than they deserve.
Typical questions: Which activity is generating meaningful results? Where are our best customers coming from? Which channels are delivering a genuine return? What should we be doing more of??
Where are we losing performance?
Sometimes the biggest gains come from fixing what happens between attracting someone and getting them to act. That could mean improving a landing page, removing friction from a journey, tightening targeting or making better use of the data you already have.
Typical questions: Where are people dropping out? Why aren’t more visitors converting? Are we reaching the right audiences? What could we improve before spending more?
A track record of making marketing work harder
Across charity, retail and B2B, I’ve worked with marketing teams to understand what’s driving results, improve performance and make better use of existing investment. That has meant everything from reshaping acquisition activity and improving conversion to using data to challenge where budget and effort are going.
Mary’s Meals — acquisition performance
+60% ROI
−15%
Cost per acquisition
+45%
Average donation value
Reshaped acquisition activity around a test-and-learn approach, using performance data to challenge channel mix, targeting and investment. The focus was on getting more from the available budget rather than simply spending more.
Royal British Legion — digital performance
<£500k → £7m+
+900%
Poppy Appeal online income
−30%
Agency expenditure
Led the transformation of digital fundraising and customer journeys, using data, optimisation and improved digital experiences to turn online into a significant income channel.
Where we can improve performance
Whether you need to understand what’s driving performance, improve conversion or get more from your existing marketing investment, I can focus on the areas where the biggest opportunities lie.
Performance analysis
Get a clear view of how your marketing is performing, where results are being lost and which areas deserve attention first.
Channel & campaign optimisation
Assess how individual channels and campaigns are performing, then refine targeting, spend and activity to improve the return they deliver.
Measurement & reporting
Make performance easier to understand with meaningful measures and reporting that show what’s working, what isn’t and where to act.
Conversion optimisation
Identify the points where potential customers are dropping away and make practical improvements to turn more interest into action.
Customer journey improvement
Find the friction that makes it harder for people to take the next step, from landing pages and forms to wider digital journeys.
Marketing effectiveness
Look beyond individual channels to improve how your marketing works as a whole — from budget allocation and processes to agencies and internal teams.
Could your marketing be working harder?
Whether you want to improve conversion, get more from your existing budget or understand
where performance is being lost, let’s look at where the biggest gains could be.