Most companies can account for every part of their marketing budget. Very few can account for what that budget actually did. The reporting is detailed, the dashboards are full, and the one question that matters stays unanswered: what actually drove the sale?
What DIVE is
DIVE is an independent analysis of what drives sales – channel by channel, across markets and competitors. It’s built on 25 years of econometrics and quantitative mathematics, using multilinear regression, Bayesian modelling and rigorous statistical validation.
Crucially, it sits outside the platforms it measures. Google, Meta and programmatic all report that they’re working; each one grades its own homework. Seeing the truth requires measuring from the outside, across every channel at once.
The four answers
Every DIVE analysis lands on four things:
- Contribution. What actually drove your growth — and how much of it ties back to specific channels.
- ROI. Was the spend profitable, and how confident should you be in that number.
- Response. How quickly channels work, and how long the effect holds.
- Optimisation. Where the next budget should go, before diminishing returns set in.
The new engine: CADI
CADI is not a generic AI engine bolted onto the process. It’s DIVE’s own proven models built into AI, in two parts.
- The Data Engine takes the fragmented reality of marketing data — platforms, agencies and sales systems that all speak different languages — and makes it comparable and analysis-ready.
- The Analysis Engine turns that into decision intelligence: quantified, validated, and defensible in a boardroom.
How it works practically
AI is applied in specific steps, not across the whole method. The modelling discipline is unchanged. What changes is the time it takes: preparation that used to run for weeks now takes days, and it gets faster with every project.
Same rigour. A fraction of the time. Not AI instead of analytical expertise. AI multiplied by it.
See it on your own data. A walkthrough covers the method, the outputs and what it would look like for your brand. Book a walkthrough
