In-house marketing measurement

Own Your Marketing
Measurement

Build the expertise, technology and operating model to measure what actually drives growth, and run it inside your own organisation.

Explore In-House Measurement Explore Beacon
Build it Capability Design and transfer the function
Run it Beacon The operating platform
Trust it Validation Independent model audits
How Tyedal works

Build it. Run it. Trust it.

Expert support to stand the capability up. Software so your team can operate it. Independent validation when you need to know whether the numbers can be trusted.

Build it

Create an in-house measurement capability

Design the operating model, data, methods, technology and skills required to run sophisticated measurement internally, then transfer it.

Explore in-housing → Run it

Operate measurement with Beacon

A platform designed to make marketing measurement repeatable, transparent and usable by internal teams, rather than a dashboard that only works while we are in the room.

Explore Beacon → Trust it

Independently validate your measurement

Specialist audits help you determine whether the models influencing budget can actually be trusted, without taking ownership of the function.

Explore MMM Audit →

Not sure which path fits? Assess your measurement in about four minutes.

The difference

From outsourced measurement to owned capability

Outsourcing can be the right choice. The issue is when it is the only choice, and the organisation never builds the skill, technology or judgement to run measurement itself.

Outsourced model

  • Outsource the problem. Receive the answer. Repeat next year.
  • Data leaves; methodology stays with the supplier.
  • Internal skill does not compound.
  • Speed is gated by someone else's sprint.
Owned capability

The Tyedal model

  • ✓ Build the capability. Transfer the knowledge.
  • ✓ Own the data, the models and the technology.
  • ✓ Improve continuously with your own team.
  • ✓ Use specialists for build, software and validation rather than permanent dependency.
Explore In-House Measurement →
What measurement is for

Decisions first. Methods second.

MMM, experiments and attribution are tools. The point is to know what happened, what actually worked, and where the next pound or dollar should go.

Understand

What drove growth?

Separate marketing from price, distribution, seasonality and the rest of the commercial system, so last quarter is explained rather than narrated.

Typically: marketing mix modelling, contribution analysis. How MMM is used →

Prove

What created incremental impact?

Test whether activity caused sales, or merely showed up next to them. Use experiments to establish ground truth and to calibrate models.

Typically: geo and audience lift tests, incrementality design. How experiments are used →

Decide

Where should the next £1m go?

Turn results into budget choices: saturation, flighting, brand versus performance, and scenarios the finance team can interrogate.

Typically: scenario planning and optimisation on Beacon. See the workflow →

How it works

Build capability. Transfer ownership.

Consulting is used to stand the function up, not to remain in the critical path.

1

Assess

Map data, methods, technology and decision rights. Be clear about what you already own and what still depends on a supplier.

2

Design

Define the operating model, tooling and skills the organisation needs to run measurement internally.

3

Build & train

Stand up models, pipelines and Beacon workflows with your team in the room. Document assumptions. Practise the decisions.

4

Transfer

Hand over until your team can run the cycle. Stay for audits, CoE support or software, and only when you ask.

Beacon

The operating platform for in-house measurement

Sophisticated measurement often lives in specialist notebooks, spreadsheets and a consultant's next sprint. Beacon is the workspace for running that work consistently inside the organisation: measure, understand, simulate, optimise, decide.

  • Build and review models Transparent assumptions, diagnostics and a workflow your analysts can operate
  • Run scenarios and compare plans Budget questions answered on fitted curves, with constraints you can explain
  • Start in Beacon Light The modelling workflow in the browser. Nothing uploaded. Free on sample data
See Beacon Launch Beacon Light
Beacon Light scenario planning workspace
Independent validation

Lower-friction ways to start

Not every organisation is ready to in-house. Some already have a model and need to know whether to trust it. Specialist products sit alongside the build-and-run work.

MMM Audit

Independent validation from Tyedal

A focused review of the marketing mix model influencing your budget. MMM Audit is a standalone product. Use it when you need an outside view, not another retained modeller.

Go to MMM Audit → Effectiveness Audit

Is the whole system working?

People, data, technology, process and decisioning, not just the maths. Use this when the model is only one part of why measurement is not changing spend.

Explore the audit →
Why Tyedal

Built by measurement practitioners

Tyedal is a product and capability company. The founding experience is enterprise measurement, not a pitch deck.

Joe Wilkinson, founder of Tyedal

Joe Wilkinson

Founder & CEO

Tyedal was founded in January 2025 after more than 17 years in marketing analytics, including 15 years at Gain Theory. The thesis is simple: brands should be able to access specialist expertise without permanently renting the answers.

  • Fortune 500 measurement programmes
  • FMCG, automotive, retail and e-commerce
  • Marketing mix modelling and incrementality
  • Proprietary modelling software
  • Analytics innovation leadership
  • IPA Effectiveness Awards technical judge, 2026
About Tyedal → IPA appointment →
Industries

Sectors where this work is done

Experience across categories where marketing spend is large, noisy, and has to survive a board meeting.

Retail
Retail
Grocery
Grocery
CPG
CPG
Travel
Travel
Entertainment
Entertainment
Finance
Finance

See where you actually stand

Start with a free maturity assessment, or talk through whether you need a build programme, Beacon, or an independent audit.

Assess Your Measurement Talk to a Measurement Expert