Marketing decision tools

These tools organise a decision; they do not produce a market truth at the click of a button. Their role is to make assumptions, formulae, uncertainty and conditions for revision visible.

Diagnose before changing

Use the marketing mix diagnostic to identify the interaction that needs investigation. A score is exploratory: it cannot substitute for commercial, operational or financial evidence.

Compare the next euro

Use marketing budget allocation to compare constrained scenarios by marginal contribution. Keep the horizon, counterfactual, capacity and downside explicit.

Measure a convention, not a universal truth

The Brand Equity Index makes dimensions, weights and sensitivity inspectable. It does not prove causality or create a monetary valuation of a brand.

Export a reasoning trail

Before using an output, record the decision, options, inputs, missing evidence, limits and a review date. A useful tool improves a human decision record; it does not automate accountability.