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Mintveo×Beesline

Marketing, measured

Outline

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What we'll cover

Today's walkthrough.

01

The customer

Sarah's week across four platforms. One $120 sale, claimed four times.

02

The gaps

Three reasons today's measurement keeps falling short of what marketing, finance, and leadership need.

03

The shift

How modern marketing modeling actually works — and why the industry has already moved on.

04

Mintveo

The team, the platform, the data we need, and how we'd run a pilot together.

01 · The customer

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Persona

Meet Sarah, the modern shopper.

Name Sarah

Age 29

Profile Skincare buyer

Shops Skincare, wellness, beauty

Buys 2–3 products / month

Decides Evenings & weekends

Digital habits · always on

Phone Work laptop Personal laptop Tablet

01 · The customer / Day 1

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1 Mon · Instagram 2 Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 1 · Monday

She sees an ad on Instagram, clicks through, browses, leaves.

No purchase. The pixel records a view, a click, a session of 47 seconds.

Sarah on the subway, looking at a GlowSkin Instagram ad on her phone

01 · The customer / Day 2

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✓ Mon · Instagram 2 Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 2 · Wednesday

A skip ad runs on YouTube. She watches 15 seconds, then skips.

Brand exposure recorded. No click. No site visit. No conversion attached.

Sarah at her desk, watching a GlowSkin YouTube pre-roll ad

01 · The customer / Day 3 AM

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✓ Mon · Instagram ✓ Wed · YouTube 3 Thu AM · TikTok 4 Thu PM · Google

Day 3 morning · Thursday

TikTok serves an in-feed ad. 4 seconds in, she scrolls past.

No click. No site visit. The platform records an impression and a scroll-away event.

Sarah holding her phone, scrolling past a GlowSkin TikTok in-feed ad

01 · The customer / Day 3 PM

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✓ Mon · Instagram ✓ Wed · YouTube ✓ Thu AM · TikTok 4 Thu PM · Google

Day 3 afternoon · the conversion

She types "GlowSkin" into Google, and buys for $120.

Branded search, last click. The receipt lands in inbox. The purchase is recorded.

Sarah at her desk, clicking GlowSkin's branded result on Google search

02 · The reality

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One purchase · four claims

The same $120 sale, attributed four times.

Total reported · $480 · 4× over-counting

02 · The reality / Aggregate

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Aggregate level · the same problem at scale

Same data, different stories.

Platform-reported

Each silo reports 100% credit

What every dashboard shows on its own

One number, distributed across channels

What the truth looks like in aggregate

Three gaps in today's measurement.

GAP 1

The picture is incomplete

Today's tools miss what still drives outcomes: offline activity, cross-channel synergy, brand health, and competitor pressure.

What's broken

Offline blind spotPOSM, shelf talkers, wobblers, in-store screens get zero attribution today.
Cross-channel halo uncapturedTikTok → Search, OOH → digital, in-store → social: none of it shows up.
Brand equity untied to mediaBrand health metrics aren't connected back to media spend.
Competitor data isolatedCompetitive signals exist but never join own-performance data.

GAP 2

Each platform tells a different story

The data exists, but no two systems agree, and stitching them together is a manual project rather than a tool feature.

What's broken

No single source of truthSix platforms, six dashboards, six versions of the same number.
Blended ROAS invisibleCross-channel campaigns hide their true return behind platform self-reports.
Dollar profitability unclearCan't tell which dollar made money and which didn't.
Market share manualTracked by hand, fragmented across markets, stale by the time it lands.

GAP 3

Marketing doesn't speak finance

Connecting marketing effort to finance and leadership decisions stays a manual translation exercise, not a model output.

What's broken

Budget defenseJustifying per-channel allocation in financial terms takes weeks of manual work.
Forecast & spend defenseDefending budget mid-flight is a spreadsheet exercise, not a model output.
Sell-in vs sell-out lagMarketing's contribution to retail movement isn't visible to finance in time.
Reports in marketing dialectNumbers that resonate inside the team don't resonate in the boardroom.

03 · The shift / Methodology

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What is needed

Four steps from raw revenue to a defendable spend plan.

01 · DECOMPOSE

Pull revenue apart

02 · RANK ROI

True return per channel

Search4.20×

TV3.60×

Meta2.90×

OOH2.40×

TikTok1.80×

03 · HALO

Convert vs amplify

04 · REALLOCATE

Same budget, better mix

03 · The shift

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The shift from tracking to modeling

Don't take our word for it.

Cross‑media, holistic measurement is the only approach that captures the total contribution of advertising.
WFA · Cross‑Media Measurement Principles

Siloed measurement leads to siloed optimization. Channels work in synergy. Social amplifies Search, TV amplifies Digital.
Ipsos MMA

We've moved beyond last‑click. The honest measure of marketing is its incremental contribution to outcomes.
Google

We had to stop optimizing what was easy to track and start measuring what actually drove the business.
Marc Pritchard · Chief Brand Officer, P&G

Performance marketing made us short‑termist. We had to go back to measuring brand and base.
Keith Weed · former CMO, Unilever

mintveo 04 · The product

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Introducing

Mintveo.

Marketing analytics and automation that turns campaign data chaos into the four things you actually want: insights, reporting, smarter budgets, and recommendations.

mintveo 04 · Mintveo / Team

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Mintveo

Make Fortune 500 modeling customized for you

Same models the world's biggest brands have used for decades. Finally available for your data

Founded February 2026 · San Francisco

04 · Mintveo / Solution

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How we solve it for each role

Built for your key decision makers.

For marketing

The picture, finally complete.

Offline made visible
Cross‑channel halo captured
Brand equity tied to media
Competitor pressure modeled

For finance

Marketing, in finance language.

Budget defense in dollars
Forecasts with confidence intervals
Sell‑in to sell‑out connection
Boardroom‑ready reports

For leadership

One number. One source of truth.

Blended ROAS, visible at the top
Dollar profitability per channel
Market share, automated
No manual stitching

mintveo 05 · Live

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Live

Demo.

A live walkthrough using GlowSkin, a fictional beauty brand.

Open Mintveo

06 · How we work together / Data

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Data inputs

What goes into the model.

From your team

Sales and marketing data

2–3 years of weekly history

Sales Sales by product group, by week

Offline · In‑store · Trade marketing

Digital · Owned & paid media

Digital · Commerce & retail media

External data Brand health, competitor data, market research

Other Influencer, creator, WhatsApp

From Mintveo

Macroeconomic and market context

Macroeconomic indicators

Category trends and market growth

Seasonality patterns

Weather data, where relevant

06 · How we work together / Timeline

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Pilot timeline

From data shared to final outcome.

1

Data Sharing

Client shares all data with Mintveo

2

Data Preparation

Cleaning, transformation & validation

3

Data Review

Mintveo presents data review to client for approval

4

Modeling

Once approved, modeling begins

5

First Insights

Mintveo shares initial insights

6

Final Outcome

Follow‑up meeting to present final model outcome

Repeats every quarter

07 · Close

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Mintveo × Beesline

Thank you.

Contact

walid@mintveo.com