Brands and companies
We model the real contribution of each channel and optimize investment based on evidence.
- Marketing Mix Modeling and channel optimization
- Geographic sales analysis
- Advertising decay and saturation curves
00Marketing measurement and architecture
Measurement architecture for campaigns and brands.
Plank measures, models and predicts the impact of marketing campaigns, from global brands to political campaigns, and turns that data into clear investment decisions.
Adstock · weekly responseIllustrative
Why Plank
You know how much you invest in marketing.Do you know what it's returning?
Most campaigns and brands set their investment using metrics that don't connect to business reality or don't arrive in time. Plank measures the real impact of every channel and every message so you can decide with evidence, while there's still time to adjust.
Not measuring is also a decision.
- 01
Money keeps going into what doesn't work
Without measurement, budgets get split by habit, gut feeling or the loudest opinion in the room.
- 02
You react too late
Polls and sales reports tell you what happened. By the time they arrive, the window to correct course has closed.
- 03
Nothing is learned
Without evidence, every campaign starts from scratch and the same mistakes repeat.
Same budget, blind decisions.
Why work with Plank.
Independence
We don't sell media or creative. Our only agenda is making your investment pay off.
Science, not intuition
Methodologies grounded in Nobel Prize research: Kahneman, Shiller, McFadden, Imbens and Angrist.
Experience at scale
Our team manages over US$400M in global marketing investment and has led operations in more than 85 markets.
Aligned incentives
Our fee is a small variable percentage, based on your level of media investment.
Book a meeting
The first conversation is free, with no commitment.
01What we do
Almost everyone measures activity. Few connect it to the business.
Most companies already have quadrant I covered: real-time marketing activity metrics that help optimize a media plan. What's missing is the connection to quadrant II, business reality. That bridge is what Plank builds.
I · Marketing activity metrics
They measure activity and channel efficiency. Teams use them to optimize, but on their own they don't prove business impact.
Exposure and reach
- Impressions
- Viewability
- AVOC
- GRPs / unique reach
- Video completion rate
Engagement and traffic
- Visits
- % new visits
- Unique page views
- Click-through rate (CTR)
- Bounce rate
- Page depth
- Session quality
Efficiency and conversion
- Conversions
- Page value
- Cost per acquisition (CPA)
II · Business reality
These are the metrics a CFO or CEO recognizes. They connect marketing investment to growth, profitability and customer value.
Financial impact
- Incremental revenue (tested)
- Incremental profit by channel
- CPIA
- Cross-channel revenue
- % of sales by channel
- Gross profit
Customer value
- Customer lifetime value (LTV)
- Repeat purchases
- Likelihood to recommend (NPS)
- Monthly active users
Brand value
- Unaided recall
- Brand awareness
- Consideration
- Purchase intent
Our disciplines
Four disciplines, one standard of rigor.
We don't do creative execution or replace your strategy: we measure, model and guide decisions.
- 01
Behavioral Analytics
We understand how people behave and decide based on real signals, not assumptions.
- 02
Narrative Economics
We measure which narratives gain traction, how they spread and how they shape opinion.
- 03
Predictive Analytics
We anticipate scenarios and trends so you can decide before, not after.
- 04
Marketing Mix Modeling
We quantify each channel's contribution and optimize investment based on evidence.
02How we work
Rigor, without empty promises.
Process · from data to decision
- 01
Diagnosis
We understand your business, your data and the questions you need answered.
- 02
Data orchestration
We gather, clean and connect your data sources into a single reliable base.
- 03
Model building
We build the models that measure the real impact of every channel and every message.
- 04
Decision-ready visualization
We turn results into dashboards and clear investment recommendations.
Principle A
Complement, not replacement
We work alongside your strategist, media agency and pollsters. We add measurement; we don't compete.
Principle B
Honesty about what's measurable
We tell you what the data explains and what it doesn't. Much of the outcome depends on factors no model controls.
Principle C
Governed data
We operate under privacy standards such as GDPR and CCPA, and comply with each country's regulations.
03Who we serve
The same precision for two worlds.
Our focus is brands and companies; campaigns and products are their strategic complement.
Campaigns and products
The same measurement applied to launches and campaigns, including political ones: we measure the effect of each message and where to invest.
- Weekly tracking during the active campaign
- Campaign post-mortem analysis
- Narrative and public opinion analysis
04Team
Who's behind it.
- Shared reality
We're in the same trenches
The same questions, the same budget under scrutiny, the same report you have to defend to the decision-maker.
- Team DNA
Interdisciplinary rigor
Data science, economics, communication and politics work together: no important decision is left to a single perspective.
- Operational reach
Global scale
Over US$400M in managed investment and operations in more than 85 markets, now applied to your campaigns and brands.
CEO
Mica Mazzei, CEO
Commercial strategy and governance.
Has managed portfolios of over US$500M with multilateral, public and private organizations, and a global P&L of over US$45M across 85+ markets for a publicly listed company. Former deputy general manager of the world's #1 trade promotion agency. M.Sc., Tec de Monterrey; Marketing and Finance, INCAE; Sustainability, Cambridge.
CPO
Daniel Hernández, CPO
Product and technology.
Leads global marketing measurement for Global Fortune 500 companies: over ~US$400M in global investment driving ~US$10B in revenue. Member of the Google Measurement Council 2025 and 2026. MBA, INCAE; Data Science and AI, MIT.
CSO
Carlos Torres, CSO
Relationship Development.
Over 20 years leading international cooperation in Central America and Mexico (PADF, Freedom House), with IDB and USAID funding. Fulbright Scholar; Master's in International Relations, Syracuse.
Let's talk about what you need to measure.
A first meeting to understand your case and see if Plank is the right fit.