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Acquisition / Media Intelligence

Fund what creates incremental demand.

Platform reporting is abundant, but it cannot defend what demand was truly caused or where the next dollar should go.

Which channels deserve the next dollar - and which do not?
Request a fit callReview the engagement

Allocation desk / planning range

Decision arena
Portfolio response / capital move
Evidence state
Modeled proposal / approval-gated
TXMedia Optimizer
Illustrative framework / no observed outcomeWeek 12
Open evidence record Decision workspace / TX-WS-MED-01
Artifact
Decision workspace
Evidence status
Illustrative framework / no observed outcome
Record ID
TX-WS-MED-01
Record
Media Optimizer decision workspace / rolling 12 weeks / illustrative values
Decision question
Where should the next media dollar move, within what downside boundary?
Capital allocation / North America

Fund the next dollar against marginal return.

Rolling 12 weeks
Portfolio governed$4.8mannualized media
Proposed move$180kwithin portfolio
Modeled contribution+$220–390k80% planning range

Read every supporting value in the allocation record below.

ChannelCurrentMarginal indexSaturationProposal
Non-brand search28%1.42 58% +$105k
Paid social34%0.73 86% −$140k
Video prospecting16%1.18 49% +$75k
Affiliate22%0.91 76% −$40k
Decision workspace · sanitized reconstruction · illustrative valuesSignal → funding decision → measurement rule

Engagement brief

A bounded question. A defensible decision.

Built for
CMO, growth, media, and finance leaders making consequential allocation decisions.
Entry diagnostic
Media incrementality and capital-efficiency review
Decision record
Marginal-return allocation record and realized-review rule
Client commitment
A weekly decision forum plus governed access to spend, outcome, and experiment data.

The analytical work

Evidence enters. A capital or operating decision leaves.

Inputs we interrogate

  1. Channel, campaign, spend, and conversion history
  2. Commercial targets, contribution economics, and constraints
  3. Prior tests, holdouts, geo structure, and measurement maturity

How we establish the answer

  1. Reconcile reporting into a decision-grade evidence base
  2. Estimate baseline demand and incremental contribution
  3. Model marginal response, saturation, and uncertainty
  4. Convert findings into governed reallocation scenarios

Evidence sequence

Not dashboards for display. Evidence for the next move.

Each view is selected to answer a buyer question: what did we examine, what did we find, and what should the business do now?

TXMedia Optimizer
Illustrative framework / no observed outcomeWeek 12
Open evidence record Decision workspace / TX-WS-MED-01
Artifact
Decision workspace
Evidence status
Illustrative framework / no observed outcome
Record ID
TX-WS-MED-01
Record
Media Optimizer decision workspace / rolling 12 weeks / illustrative values
Decision question
Where should the next media dollar move, within what downside boundary?
Capital allocation / North America

Fund the next dollar against marginal return.

Rolling 12 weeks
Portfolio governed$4.8mannualized media
Proposed move$180kwithin portfolio
Modeled contribution+$220–390k80% planning range

Read every supporting value in the allocation record below.

ChannelCurrentMarginal indexSaturationProposal
Non-brand search28%1.42 58% +$105k
Paid social34%0.73 86% −$140k
Video prospecting16%1.18 49% +$75k
Affiliate22%0.91 76% −$40k
Capital state

A modeled move is not an authorization. An authorization is not a result.

Forecast, authorization, and realized review remain separate records so platform credit cannot quietly become a capital decision.

  1. 01
    Modeled allocationProposal formed

    Baseline, 80% planning interval, marginal-response range, downside boundary, and exposure cap are ready for the decision forum.

    Proposed
  2. 02
    Authorization gateAwaiting accountable sign-off

    The move remains proposed until the decision owner and finance reviewer accept the guardrails.

    Not approved
  3. 03
    Realized reviewNo outcome observed

    After the review window, compare eligible outcomes with the frozen baseline before the next allocation moves.

    Not observed
Scenario desk

Compare the move before committing capital.

Ranges express model uncertainty. They are planning boundaries, not promised outcomes.

Use horizontal scrolling to compare every allocation scenario.

ScenarioCapital movedContribution rangePrimary riskState
Hold current mix$0+$40k–$120kSaturation compoundsReference
Guardrailed reallocation$180k+$220k–$390kLearning preservedRecommended
Aggressive reallocation$340k+$250k–$470kThreshold at riskBounded
Baseline
Approved pre-move response model
Uncertainty basis
80% planning interval / marginal-response model
Review state
Pending realized outcome
Release condition
Lower bound remains positive after holdout or geographic adjustment
Decision workspace · sanitized reconstruction · illustrative valuesSignal → funding decision → measurement rule
Method record Illustrative framework / no observed outcome
01

Marginal-return frontier

See where average ROAS starts hiding waste.

The response curve makes the high-elasticity range, inflection point, and diminishing-return zone explicit before a reallocation is proposed.

Method figure Figure 01 / analytical interpretation This is a source deliverable for method inspection, not a product interface.
Open evidence record Research model / TX-METH-MED-01
Artifact
Research model
Evidence status
Illustrative framework / no observed outcome
Record ID
TX-METH-MED-01
Record
Marginal-return framework / illustrative values
Decision question
Where does the next media dollar still earn incremental return?
Source record / TX-METH-MED-01 Research method plate Curated source deliverable / method artifact, not a live product view
Tangentix marginal-return framework / illustrative values
What Tangentix found
Average return obscured the point where incremental media started producing weaker gain.
Decision that follows
Fund the next dollar only within the response range that clears the agreed downside boundary.
Decision state Illustrative framework / no observed outcome
02

Capital decision layer

Turn analysis into a weekly funding decision.

A governed proposal makes the change, rationale, expected effect, risk, and owner explicit before budget moves.

Open evidence record Decision workspace / TX-WS-MED-02
Artifact
Decision workspace
Evidence status
Illustrative framework / no observed outcome
Record ID
TX-WS-MED-02
Record
Weekly capital-decision framework / illustrative values
Decision question
What should move, who owns it, and what condition releases the capital?
Source record / TX-WS-MED-02 Decision workspace record Curated source deliverable / not a live product view
Tangentix decision-governance framework / illustrative values
What Tangentix found
Reported efficiency concealed different marginal economics across channels.
Decision that follows
Reallocate within agreed risk limits and measure the realized effect.

Investment committee record / MI-07

A recommendation is not an outcome.

This memo separates modeled upside, capital authorization, and realized evidence so a forecast cannot quietly become a result.

Proposed · not approved
Open evidence record Executive brief / TX-BRIEF-MED-01
Artifact
Executive brief
Evidence status
Sanitized reconstruction
Record ID
TX-BRIEF-MED-01
Record
Sanitized investment committee record / proposal state / illustrative values
Decision question
What can we authorize now, and what evidence releases the next dollar?
Decision owner
CMO or growth executive · finance reviewer
Decision state

Three gates. Only one is open.

  1. 01Model record complete
    Proposal assembled

    The baseline, response model, bounded move, planning range, risks, and review design are frozen for the decision forum.

  2. 02Not approved
    Capital authorization

    The $180k reallocation is recommended with guardrails. It remains proposed—not approved—until the accountable buyer and finance reviewer sign.

  3. 03Not observed
    Realized-effect review

    After 14 days, the team reconciles eligible outcomes to the frozen baseline and records variance, interval, integrity, and the next funding action.

Authorization terms

Bound the capital before release.

Capital at risk
$180k reallocated within the existing portfolio
Modeled range
+$220–390k incremental contribution · 80% planning range
Uncertainty basis
Marginal-response model across the rolling 12-week planning window
Primary measure
Geo- or holdout-adjusted incremental contribution after variable product cost
Exclusions
Platform credit alone, ineligible geographies, known promotion shocks, and invalid assignment
Realized-outcome ledger

Blank by design until observation.

Forecast values are preserved beside realized values. Dashes mean no evidence—not zero impact.

MeasureFrozen forecastRealizedVarianceReview status
Working media moved $180k — — Awaiting authorization
Incremental contribution +$220–390k — — Pending measurement
Adjustment integrity Geo or holdout valid — — Pending QA
Next allocation Scale / hold / reverse — — No decision yet
Measurement boundary

This reconstructed memo demonstrates the governance deliverable. Values are illustrative and no client outcome is claimed.

Decision that follows

Authorize the bounded move, request revision, or decline. Scale is a later decision supported only by the realized record.

Method record Real methodology / anonymized evidence
03

Causal measurement

Design evidence that survives scrutiny.

Dose-response and comparable causal views test whether observed movement is consistent with an earned effect.

Method figure Figure 03 / analytical interpretation This is a source deliverable for method inspection, not a product interface.
Open evidence record Research model / TX-METH-INC-02
Artifact
Research model
Evidence status
Real methodology / anonymized evidence
Record ID
TX-METH-INC-02
Record
Sanitized methodology plate / client values withheld
Decision question
Does response strengthen with exposure in a way consistent with an earned effect?
Source record / TX-METH-INC-02 Research method plate Curated source deliverable / method artifact, not a live product view
Real anonymized methodology deliverable
What Tangentix found
The response pattern supported a bounded incremental effect rather than full platform credit.
Decision that follows
Set the next investment range against causal evidence and confidence, not a single ROAS number.

What your team receives

A capital-allocation record your team can act on.

The package makes the baseline, marginal-return boundary, recommendation, owner, and realized-review rule legible before capital moves.

  1. 01Incrementality test plan
  2. 02Marginal-return curves
  3. 03Budget reallocation scenarios

How we keep score

  • Incremental revenue or contribution
  • Marginal return by channel
  • Portfolio efficiency and concentration risk
  • Forecast versus realized allocation impact

Start with media incrementality and capital-efficiency review

Put the next dollar under a better rule.

Bring the allocation under dispute. We will identify the baseline, evidence boundary, and decision rule needed before more capital moves.

Request a fit call

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