Building an owned decision capability. A practical guide to turning models, experiments, data and judgement into better marketing investment decisions, without pretending uncertainty disappears.
The assessment is the diagnostic from the guide, made interactive: one decision, eight dimensions, ten trade-offs, and a plan for where to start. Four minutes, no email needed to see your result.
Picture a new CMO who has just joined a business. They do not actually need four ROIs. They need to set next year’s marketing budget, with finance in the room, under uncertainty that will not go away. What they get is a platform-reported cost per acquisition, a more conservative attribution number, a Marketing Mix Model estimate nearly half that again, and an old incrementality test that was quietly shelved because nobody liked what it said. Each number was expensive to produce. None of them can be used to choose between the alternatives on the table.
This is usually when in-housing gets discussed, as if the problem were where the model lives. The more useful question is whether the organisation owns the capability behind the decision: the questions, the evidence standard, the right to change the plan, and the learning that follows. Execution can still be hybrid. Ownership is not the same as doing every task internally.
This guide helps you assess that capability, and build the one that is right for the decisions you actually have to make.
Eleven sections, roughly 25 minutes of reading, plus a decision capability assessment you can take now, and a one-page decision contract to print.
Includes a printable decision contract, and sources: IPA, Binet & Field, Thinkbox, Lewis & Rao, and others.
Tell us where to send it and we'll email you a print-ready PDF. We use your details to send the guide, and may follow up if it looks relevant. There is no automated sequence.
Name the decision, score yourself on eight dimensions, then work through the trade-offs that decide what to build first. You get your result on screen straight away.
Start the assessmentThis guide reflects direct experience building a marketing effectiveness function from scratch in-house, as well as work on both the agency and client side of these decisions.
We’ll give you an honest assessment of readiness, the questions worth answering first, and where Tyedal can accelerate without locking you into a black box.