For CMOs & Marketing Leaders

Every platform claims credit for the same sale. Your budget still has to decide where the next £ goes.

Pangolin gives you an independent view of channel contribution across the full mix, and turns it into budget recommendations you can defend to the board.

What platforms report 140% of Total Revenue Google and Meta use last-click and pixel triggers to overlappingly take credit for identical conversions.

What actually happened True Net Incrementality Pangolin disentangles mutual interaction, demonstrating actual lift above baseline organic customer acquisitions.

See what Pangolin recommendations look like

Why this is different

A different methodology for a different question

Pangolin is not another attribution dashboard. It is a mathematical model designed to answer the budget question, not the click question.

Versus multi-touch attribution

MTA tracks clicks and cookies, the exact mechanism that causes platforms to double-count. Pangolin measures incremental revenue instead, a different question entirely.

Versus platform dashboards

Each platform is graded on its own self-reported numbers. Pangolin is the independent read that doesn't have a stake in which channel looks good.

Versus annual MMM consultancy

A deck delivered 3-6 months after the fact can't inform this month's budget conversation. This updates continuously.

The Bayesian Methodology

Board-Ready Recommendations

01Decay & Adstock ModellingEnsure the model understands when spend actually influences buying patterns over several days, rather than forcing immediate attribution bounds.

02Platform De-duplicationDetermine the true incrementality of campaigns when Google Shopping and Meta Retargeting are simultaneously displaying assets to the same users.

03Scenario Planning SandboxRun simulated budget shifts safely. See predicted return curve impacts before reallocating actual marketing capital.

The Double Counting Trap

Stop defending reports that don't add up

Sum the revenue metrics from your active ad platforms, and it will comfortably surpass the net sales processed by your bank. Pangolin provides real, mathematically valid evidence to back up your budget shifts.

What it means commercially

The commercial outcomes of a modelled answer

Pangolin gives you a single source of truth that finance, agencies, and leadership can all align on. It is the evidence layer that turns attribution into budget decisions.

01Walk into budget reviews with a modelled number, not a platform's self-reported one.

02Stop losing the 'whose numbers are right' argument with finance before the strategy conversation even starts.

03Give your agencies a shared, unbiased target to optimise against instead of competing platform dashboards.

CMO Clarity

Frequently Asked Questions

Does this replace our active marketing agencies?

No. It provides you and your agencies with a clear, unbiased dataset to optimize performance against. Take back strategic leverage with robust math.

How quickly can I see initial insights?

Our onboarding maps direct APIs rapidly. Initial model structures and historical lift baselines are calculated in under 14 working days.

Can I run 'what if' scenarios?

Yes. Our virtual sandbox tracks saturation margins dynamically. Drag the slider to predict channel performance drop-offs at higher scale.

How does this help me defend a budget to the board?

Every recommendation comes with the transactional data and confidence bounds behind it, rather than a single point estimate. You're presenting a modelled range backed by evidence, not a platform's self-reported number that a board member can challenge with a different dashboard.

We already have a multi-touch attribution (MTA) tool. Do we need this as well?

MTA tracks individual user journeys through clicks and cookies, which is exactly the mechanism that causes platforms to double-count the same sale. Pangolin models incremental revenue from spend and transactional data instead, so it answers a different question, true net lift rather than who touched the customer last, and the two are typically run alongside each other rather than one replacing the other.

Build a marketing plan you can defend

Free consultation for brands spending >500k / month.