Hero background
Effectiveness Advisory

Where marketing meets the bottom line

An independent advisory practice for CMOs, CFOs, and boards. Marketing science, behavioural research, and commercial discipline applied to the decisions that actually move profit.

0 Markets
0 Brands
0 Marketing Investment Shaped
Services

Six approaches to evidence-driven marketing

Engagements are scoped tightly and built to deliver answers that survive both CFO scrutiny and operational reality. Most combine two or three of the approaches below.

01 / 06

Media Mix Modelling

Build, brief, or audit MMM. Steer econometric model development through RFP, vendor selection, and review cycles, then pressure-test the outputs so allocation decisions rest on something better than vendor self-report.

02 / 06

Category Entry Point Analysis

Map the moments and contexts in which buyers actually think of your category. Apply mental availability principles to prioritise creative themes, messaging, and channels against the few CEPs that drive real growth.

03 / 06

Independent Ad Fraud Analytics

Post-impression delivery analytics that verify, ad-by-ad, whether impressions actually reached real humans on real devices, in viewable positions, in the geography paid for – the independent layer legacy fraud vendors structurally cannot provide.

04 / 06

Marketing Metrics Audits

Diagnose what your dashboards are really telling you. Strip out vanity metrics, fix flawed measurement frameworks, and rebuild reporting around the few indicators that actually predict commercial outcomes.

05 / 06

Customer Cohort Health Checks

Multi-year cohort analysis across acquisition, retention, and CLV. Surface degradation that monthly reporting hides and inform investment decisions across both new-customer and existing-base economics.

06 / 06

Creative Asset Reviews

Assess creative through a brand-science lens: distinctive assets, fluent devices, attention efficiency, branding speed. Outputs graded against evidence rather than subjective opinion or focus-group theatre.

Outcomes

What this work has delivered

Selected results from prior engagements and in-house roles.

£20–40M
Unlocked annually through improved marketing allocation and new effectiveness metrics.
100%+
Creative asset effectiveness gains while cutting agency and production costs by 70%.
£1bn+
In cumulative return improvement from reshaping a decade of marketing allocation decisions.
Thomas Balling Rasmussen
Thomas Balling Rasmussen Founder & Principal
About

Evidence, not opinion

Effectiveness Advisory works with senior leadership in consumer, gaming, and regulated industries on the questions that matter most: where to invest, how to measure what's working, and how to translate marketing activity into outcomes that show up in the P&L.

Thomas brings 20+ years at the intersection of marketing, commercial strategy, finance, and analytics, having guided around £2bn in marketing investment across 36 brands in 26 markets on five continents.

Engagement Examples

  • Nine-digit marketing budget shaped across multiple brands and product verticals on three continents
  • Launch of a major new sports event – broad nationwide awareness built in a matter of weeks
  • Multi-year cohort and CLV diagnostics for operators in regulated markets
  • Category entry point and creative effectiveness work in highly contested verticals
  • Marketing metrics rebuilds replacing dashboard noise with what predicts commercial outcomes

Education & Training

  • Wharton School, University of Pennsylvania – General Management Program
  • Copenhagen Business School – MSc & BSc, Economics and Business Administration
  • Ehrenberg-Bass Institute for Marketing Science – How Brands Grow, under Prof. Byron Sharp & Prof. Jenni Romaniuk
Testimonials

What people say

Selected feedback from former colleagues, line managers, and clients.

Thomas has a way of cutting through the noise and getting to the core of what really matters. He is a superbly logical and data-driven person, who looks at marketing with an astonishingly practical and result-oriented view.
Senior marketing technology leader
Former colleague
Thomas is one of the most analytical marketeers I've worked with. He was instrumental in driving through seismic changes to our marketing functions, particularly around how we view & manage brands; category drivers and entry points; ATL/BTL strategies for growth; and measurement frameworks. All that aside, also a great person to work with.
Commercial Director
Internal stakeholder
Thomas is a unique individual with versatile abilities who can succeed in almost anything you throw at him. I experienced that myself when I asked him to transform our marketing operations team into a highly scalable and reliable one. [...] introduced new processes, procedures and tools which streamlined the operation.
Group CRM Director, FTSE50 operator
Line manager
Thomas consistently brought new perspectives, challenged everyone's thinking, and pushed for a data-based approach to marketing decision-making. He made a huge impact in how we think about marketing and we really appreciate it.
VP Strategy, FTSE100 operator
Client

Let's talk