“Can you show me what the TV actually did?”
You, on the call, for the third quarter running.
“We can pull the campaign report and walk you through it.”
Them, also for the third quarter running.
You did not ask for a report. You asked a question with a number in it. The number is in your own data — your sales, your spend, your prices — and getting it out takes an afternoon and a CSV, not a supplier.
In beta, invitation-only. Places go out a few at a time — tell us who you are and we get in touch.
Five questions you have already asked
On the left, roughly what came back. On the right, what the same question looks like once it has been answered with a model instead of a deck.
“How much did the campaign actually add?”
What came back
“Reach was up 14% year on year and engagement is well above benchmark.”
What an answer is
€22.33M of a €119.18M year came from the campaigns — 19%. The other €96.85M would have arrived with the budget at zero, and the model draws that year out week by week so you can see where the gap opens.
base vs incremental
“What if I move money out of TV?”
What came back
“We’d have to rebuild the plan and come back to you with scenarios.”
What an answer is
The same €13.95M, split differently, projects +€637k — a 2.9% uplift. Named channel, named cut: the line returning 0.85× on its next euro loses about a third of its budget to the two returning 2.67×.
budget optimization
“Which of the things we did actually worked?”
What came back
“It all works together — you can’t really separate the channels.”
What an answer is
Media 11.6% of outcome, promo 3.1%, seasonality 0.9% — and 89.2% that is simply your business, arriving without help. Week by week, with the detail behind every bar.
contribution decomposition
“Is my price wrong?”
What came back
“That’s a pricing question — not really our side of the business.”
What an answer is
Demand is elastic at −1.62: every 1% on the price costs about 1.6% of volume. The revenue curve says which direction to move, and the ±10 / 20 / 30% scenarios are written out in euros before you commit to any of them.
price elasticity
“They discounted. Do I follow?”
What came back
“Let’s monitor it for a few weeks and regroup.”
What an answer is
You are substitutes, and it is measured: εcross +0.820 at p < 0.001. A 10% move on their price is worth roughly 8.2% of your volume, which makes their discount a volume risk to defend against — not a price to match.
cross-elasticity
Every figure on the right is a real result from the demo dataset that ships with the product. Yours will say something else — that is the point.
You already own everything it needs
No tags to implement, no platform to connect, no data to request from anyone. Four things you can export this afternoon, in one spreadsheet.
What you sold
Revenue or volume, by week or by month. Two years is plenty; three is better.
from your own sales reporting
What you spent
Spend or GRPs per channel, over the same weeks. The plan you already sign off.
from the media plan, post-evaluation
What you charged
Average price or price index. If you know your competitor’s, bring that too.
from pricing or category reporting
When you promoted
Depth and timing of promotions, so their lift stops being credited to the advertising.
from the trade calendar
What you bring to the next review
Not a request for analysis. The analysis — as a document, or as an editable deck you can put straight into the meeting.
This is not a way to go around your agency. Most of them would run this work if the budget and the weeks existed, and the good ones will read the output and argue with it, which is exactly what you want them to do.
What changes is who arrives with the number. When you open the meeting with the baseline, the incremental share and the reallocation already on the table, the conversation stops being about whether it worked and starts being about what to do next.
An afternoon, start to finish
You do not need to know what a regression is. You need to know what you are asking, and the product handles the rest — including telling you when your data is not good enough to answer it.
-
Put the file in
One spreadsheet, or start from a sample of your own industry to see the shape first. Columns are proposed and you confirm them.
-
Pick the question
Twelve of them, in plain language. Where there is a choice of method, each is explained with what it costs you — nothing is decided behind your back.
-
Read the answer
Minutes, not weeks. Written three ways: the summary for the room, the method for whoever checks it, and what to do about it.
- €0Free. 300 tokens on signup, no card — enough to see the thing work.
- €19.99/moPro. Forecasting, seasonality, elasticities, export to PDF.
- €59.99/moPlus. Incrementality, decomposition, competitor elasticity, editable deck.
Free while we are in beta. Those are the prices at full service. A place in the beta costs nothing: the plan that comes with it is granted, not bought, and there is no card to enter.
Ask the question once more — with the answer in your hand
TEA is in beta and invitation-only while we grow it deliberately. Tell us who you are and what you would put through it first; invitations go out in small batches.
Request an invitation