Use attribution, incrementality, and scenario evidence to understand channel contribution while paid-media teams retain live execution.

Some of the 500+ brands we've worked with

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Start with the decision you need to make, then choose the engagement with the right evidence and system boundary.

Decision systems

A Zeo analyst weighing touchpoint tokens on a multi-arm balance

Marketing Attribution Modeling

The bounded marketing attribution model sets out touchpoint scope, how conversion credit is assigned, identity limits, and the assumptions behind it. We validate the model before it is used for decisions.

Credit is the question here, not cause. Last-click keeps handing brand search the conversion while one reallocation decision waits on a defensible split.

A Zeo scientist running a split test on two identical plots, watering only one

Incrementality & Lift Measurement

We define the marketing intervention, control design, and assignment before the test runs. The pre-specified incrementality readout accounts for the eligible population, outcomes, contamination, and uncertainty.

A split of credit is no longer enough, and you can hold a channel or a set of regions dark long enough to see whether those conversions happen anyway.

A Zeo navigator plotting three scenario routes on a horizon chart

Marketing Forecasting & Scenario Planning

The versioned marketing forecast and scenario book works from baselines and drivers, keeps constraints and uncertainty ranges visible, and names the scenarios and refresh triggers used for the decision.

The decision points forward — a hire, a budget, stock to order — so the output is a range with named drivers and a backtest, not a credit split.

Measure channel contribution, incrementality, uncertainty, and future scenarios without taking ownership of live media execution.

Analytics owns models and evidence. Paid-media teams own campaign and budget execution.

Every engagement has named inputs, owners, human approval gates, reproducible QA, explicit limitations, and an operating handover.

We measure channel contribution, incrementality, and campaign ROI with transparent mathematical models. Zeo specialists configure attribution frameworks, incrementality tests, and media scenario planning, while your marketing leadership retains control of live ad budgets.

An evidence-based marketing measurement workflow from channel mapping to budget optimization.

Map acquisition channels
We audit campaign naming conventions, UTM parameter consistency, ad platform conversion pixels, and cost-data integrations.
Build attribution models
We evaluate rule-based and data-driven attribution models against actual customer touchpoints to expose channel bias.
Design incrementality tests
We structure geo-lift or holdout experiments to measure the true incremental revenue generated by paid campaigns.
Deliver scenario planning
We build interactive budget allocation tools that simulate expected returns under varying ad spend scenarios.

A client describing the planning and reporting problems we started from.

Before working with Zeo, we had serious problems, especially with planning and measurement. Because we couldn't get complete measurements and reports, we struggled to evaluate our work. Evaluating the data correctly, in line with scientific rules, was the most important thing for us.

Dr. Kadir Kırmızı - General Manager

Paid and organic programmes measured on the same commercial outcomes.

Millenicom

97% Increase in Organic Traffic Leads to New Customers!

Star Akım

Paid Search Revenue: +144%, Paid Social Revenue: +154%

Vispera

+39% New Users and +198% Increase in Impressions!

Zeo designs measurement systems that connect a business decision to governed collection and reporting you can check. The people shown here work on the part of that system this page covers.