Peitho

What The Tool Does

Peitho supports marketing-spend decisions — the question of where, within a marketing budget, the money should actually go. Most marketing budgets are allocated by inertia (same as last year, adjusted for size), by attribution model (wherever the dashboard shows highest ROI, ignoring that the dashboard is poorly specified), or by channel fashion (wherever industry case studies are currently celebrating success).

How The Tool Thinks

The framework Peitho applies is descended from the evidence-based marketing tradition (Byron Sharp, Les Binet, Peter Field) with explicit attention to the distinction between short-term sales activation and long-term brand building, and to the long-established finding that most marketing spend is under-measured rather than over-measured.

Peitho is configured to push hard on three specific assumptions most marketing plans rest on: that the audience being targeted is the audience that actually buys; that the attribution model being used reflects real causation rather than correlation; and that the creative being deployed would produce distinctive recognition in a noisy environment or is, more likely, generic enough to be forgotten.

What It Can And Cannot Do

Peitho can structure the spend decision and expose the assumptions that typically go untested. It cannot replace the creative judgement that determines whether a campaign is actually memorable. It also cannot test the creative with real audiences; it can only identify that the test needs to happen. The tool is most useful for marketers willing to defend their assumptions rather than protect them.