INNOVATION LAB
AdSpend Oracle
Marketing Investment Intelligence
Research Phase
Global TAM: $12BMarketing / Media
The Problem
- CMOs spend $10-14B/year on marketing with 15-25% waste ($1.5-3.5B), yet cannot determine which dollars actually drive revenue
- Attribution is fundamentally broken across channels — last-click models overvalue search, multi-touch models are unreliable, and incrementality testing is too slow
- Brand vs performance allocation is gut-feel: CFOs demand ROI proof for brand spend while competitors who invest in brand outperform over 3-5 year horizons
- Cross-market budget allocation across 50+ countries relies on spreadsheet models that ignore local market dynamics, competitive intensity, and media cost differences
How AdSpend Oracle Works
True ROI Attribution
Determines the actual ROI of every marketing dollar across every channel and market using causal inference, media mix modeling, and incrementality testing at scale.
Cross-Channel Optimization
Continuously reallocates budget from negative-ROI to highest-ROI channels across TV, digital, social, OOH, and retail media in real time.
Brand Value Quantification
Measures brand investment impact on long-term revenue using econometric models that separate brand halo effects from direct-response conversion.
Key Metrics
$12B
Global TAM
$1-3B/yr
Annual Value
Research Phase
Status
100-200
Target Customers
Target Industries
Global Advertisers ($100M+/yr)
CMO Offices
Media Agencies
Retail Media Networks
CPG Companies
Interested in AdSpend Oracle?
Contact our innovation team to explore marketing investment intelligence.