Melbourne, Australia 0428 625 394 tasman.murray@holisticanalytics.com.au

Marketing, customer & AI analytics · Melbourne, Australia

Prove what your marketing is worth, in the numbers your CFO already uses.

We build full funnel measurement and the AI capability on top of it, then hand it to your team. Independent, bespoke, and delivered in weeks rather than quarters.

Talk to us See the framework
15+ years
Analytics experience across Australia and internationally
+120%
Marketing-driven joins in year two for a superannuation client
+9%
Marketing-driven sales in six weeks for a national retailer
1 to 2 weeks
From confirmed data to a working model, not months

We are not a tech company, and not a platform.

We help organisations solve problems with bespoke solutions built for their business, based on that business's own position in the world, not a black box trained on companies in unrelated industries.

Most analytics problems are not data problems. They are connection problems. The data exists, the licences are paid for, the dashboards are built. And marketing, sales, service and operations each measure a different version of the same customer.

We work to rebalance technology, data, people and process, guided by a simple principle: the organisation that manages those four things best across the whole business will deliver the best customer experience. Analytics is not just solving a problem. It is helping you own and operate the solution afterward.

More about how we work

Services

Analytics is the sustainable connection of data and technology to your business strategy. These are the four entry points our clients use most.

Marketing analytics

Turning every marketing action into a return the business can predict. We build the full funnel data framework that handles short and long term effects, so marketing becomes the engine of growth rather than a cost line under review.

  • Marketing mix modelling (MMM)
  • Long and short term attribution
  • Share of Search & brand demand
  • Media planning optimiser

Does your data need to be clean first?

Customer analytics

The experience you deliver reflects the customer knowledge you hold. We combine online and offline data across every touchpoint to understand real customer behaviour, and what shifts it.

  • Behavioural segmentation
  • Churn and retention modelling
  • Customer lifetime value
  • Segments fed back into media plans

Measuring customers after signal loss

Human Centred Analytics

Your people are your greatest asset. A measurement framework that captures the soft knowledge already inside the organisation alongside the hard data, so solutions carry buy-in and keep running after we leave.

  • Align: stakeholder interviews
  • Aggregate: extant and potential data
  • Analyse: isolate consistent effects
  • Apply: tie results to real levers

Surrogate Chief Data & Analytics Officer

Analytics led from the C-suite delivers real value, but a full time CDAO is rarely practical. We provide that leadership at your scale, starting with a roadmap that puts priority and dollar value on every available action.

  • Analytics roadmap with ROI attached
  • System optimisation before replacement
  • Independent tool selection
  • Board and executive representation

The case for a fractional CDAO

Why clients choose us

Four things a modelling agency will not offer you

Weeks, not months. Working models in a week or two after data is confirmed.
Imperfect data is fine. We account for issues inside your data rather than requiring them fixed first.
The owner does the modelling. Not a pitch team, and not juniors learning on your budget.
Genuinely independent. No agency deals, no vendor commissions, no black box.

What you keep

We would rather be the consultancy you stopped needing

Consultants should not sit inside a business solving the same problem year after year. We enable your team to use the analysis, and wherever possible teach them how to update it themselves.

Once the models and optimiser are delivered we stay available for questions, ad-hoc analysis, training, or a call to sense check something. The measure of success is how little you need us afterward.

HAMM: the ROI of every marketing dollar, whatever the channel

The Holistic Analytics Marketing Model, also called Full Funnel Attribution, ties long term attribution, marketing mix modelling and direct attribution into a single framework. It lets a CMO explain marketing in the same terms the CFO and CEO already use.

Layer 01

Long term attribution

Which brand metric actually drives your success metric, how long the lag is, and what shifts it. Plus the lead metrics that give you in-flight tracking months before sales data confirms anything. National or state by state.

Layer 02

Marketing mix modelling

Sales and churn modelled by state against media spend, price, competitor activity, macroeconomics, seasonality, brand health and Share of Search, then turned into response curves you can plan against.

Layer 03

Direct attribution

The short term steps that close a sale, combined with the other two layers so each campaign optimises for immediate performance and long term brand strength at the same time.

What you get back

Response curves for each region and KPI, showing the point where spend in each channel stops delivering measurable value.

Base positive and base negative analysis, separating the value your media actually drove from what seasonality, weather, competitors and the economy drove.

A media planning optimiser your team runs directly: identify the optimal plan by channel by week to hit a target, model alternative plans, and compare against previous campaigns year on year.

Clients can take the whole framework or any single layer. If you only want MMM, that is a perfectly good place to start.

How long term attribution works

Diagram showing how people, tools and data assets combine to deliver a customer experience
Every organisation is a mixture of people and the assets they can reach. Our most successful clients connected hard and soft knowledge across the business, starting with employees rather than technology.

AI solutions

AI is only as good as the measurement underneath it

Every organisation now has an AI mandate and a shortlist of tools. Far fewer have the data foundations, governance and decision framework to make any of it stick. We build both, and we start by finding the two or three use cases actually worth funding.

AI 01

AI readiness assessment

An honest audit of your data, governance and capability against the use cases you are considering, with a ranked view of what is ready now, what needs work, and what to leave alone.

AI 02

Brand visibility in AI answers

Buyers increasingly research through assistants rather than a results page. We extend Share of Search thinking into Share of Model: how often, and how accurately, your brand appears when models answer questions in your category.

AI 03

Analytics assistants for your team

Conversational access to your own governed data, so a marketer or branch manager can ask a question in plain English and get an answer that agrees with the reporting layer.

AI 04

Forecasting and scenario planning

Machine learning applied where it earns its keep: demand forecasting, churn and propensity models, and budget scenarios you can test before committing spend.

AI 05

Automation with a human in the loop

Automating the reporting, tagging, QA and summarisation that consumes analyst time, with review points kept wherever a wrong answer would be expensive.

AI 06

AI governance and enablement

Policy, guardrails and training so teams can use AI confidently and within obligations, including Australian privacy requirements and your own risk appetite.

A note on how we use AI. We do not sell a platform, and we do not recommend AI where a simpler method answers the question better. Techniques like deep learning are genuinely poor at the long horizon problems most of our clients bring us. Where AI does apply, we build it on your infrastructure, document it, and train your team to run it. Read our method

Client stories

Two engagements where the marketing budget itself was on the line. Clients are anonymised.

National retailer · MMM and full funnel attribution

Proving the value of media to a CFO who wanted the budget cut

The problem
One of Australia's largest retailers came to market because their CFO was questioning the value of media spend, and had said that if the value could not be proven then the budget and the team should go entirely. Marketing needed to show the full impact of spend, which channels worked, and what would happen to the business if budgets changed.
What we did
We began with stakeholder interviews across the business to establish what had been tried, what people believed worked, and what data already existed. That produced a roadmap: marketing mix modelling first as the most widely understood measure, then a proof of concept for long term and direct attribution, a test and learn programme across always-on and offline channels, and a full funnel attribution model. The team was trained at each step to own and update the work themselves.
What changed
Marketing could speak to finance in dollars and ROI, test the value of each channel and team, and question agency recommendations against their own modelled expectations rather than accepting projected reach.
70%
Improvement in display and online video spend, from issues the MMM surfaced
+9%
Marketing-driven sales in the first six weeks after rebalancing brand and retail
+5%
Revenue return on marketing spend
Ongoing
Now building a media planning tool and a business-wide campaign benchmark

Superannuation fund · MMM, long term attribution and board planning

Ending a years-long argument about brand versus direct response

The problem
A large Australian superannuation fund had spent years debating whether to put spend behind direct response or brand. After a long run of pure DR the symptoms arrived together: CPA climbing despite continual optimisation, member joins falling while brand health metrics held steady, and a board beginning to question the marketing budget for missing targets.
What we did
Marketing mix modelling by state across leads, joins and retention. The models showed CPA had begun degrading four years earlier, from the point brand advertising left the market, and that CPA fell and brand preference rose whenever brand spend returned. The work also identified an advocate organisation competing against the client's own marketing.
What changed
We built a two year plan for the board: a brand spend roadmap, a total budget increase of around 10% directed to brand, and forecasts for CPA, joins, brand preference, awareness and retention at three, six, twelve, eighteen and twenty-four months. The board could approve provisionally, one quarter at a time, against numbers it could check.
+60%
Marketing-driven joins in year one
+120%
Marketing-driven joins in year two
Every target
Forecast metrics met across the full two year plan
Royal commission
The same evidence base was used to defend marketing spend under scrutiny
RetailSuperannuation & financial servicesEnergy & utilities TelecommunicationsHealth insuranceGovernment Automotive & partsConsumer health

Sectors we have worked across. Client names are available on request under NDA.

Value early, capability that stays

Engagements follow the same shape whether the brief is marketing measurement or an AI programme.

Step 01 · Weeks 1 to 4

Map what you already have

We start with your people and the decisions they need to make, then inventory the data, tools and knowledge available. Most organisations are further along than they think, and paying for more than they use.

Step 02 · Weeks 4 to 12

Prove it on a real decision

We take a live commercial question and answer it properly with existing assets. That builds evidence, funds the next stage, and shows the organisation what good looks like before any large investment.

Step 03 · Ongoing

Hand over the keys

Documentation, training and an operating model so your team runs it. We remain available for questions, ad-hoc analysis and sense checks, but not as a dependency.

Insights

All insights

Fully Australian owned, and deliberately small.

We believe next generation business performance requires analytics embedded in the DNA of the organisation, not bolted on as a reporting function.

The greatest value in most businesses is found by breaking down the silos between teams, and between online and offline data. Soft knowledge matters as much as hard data, and any serious piece of work should combine the two. Black box solutions are not what organisations need. They need something they can understand, operate and improve.

Tasman Murray, Managing Partner of Holistic Analytics

Tasman Murray

Managing Partner

Tasman has worked in analytics for more than 15 years in Australia and internationally, helping companies across every vertical build solutions that drive profitability. Two things have always driven him: solving problems and helping people. That is what led him to found Holistic Analytics.

Tasman is your key contact and also the person doing the modelling and analysis, supported by a team handling data extraction and preparation.

tasman.murray@holisticanalytics.com.au  ·  0428 625 394

Straight answers

Something not covered here? Ask us directly.

What is HAMM, the Holistic Analytics Marketing Model?
HAMM is a full funnel marketing measurement framework, also called Full Funnel Attribution. It combines long term attribution, marketing mix modelling and direct attribution into one model, showing the ROI of every marketing dollar across short, medium and long term effects, and letting you forecast the impact of a plan before committing spend.
What is Human Centred Analytics?
A measurement framework that starts with people rather than technology, following four steps: Align, Aggregate, Analyse and Apply. We interview stakeholders, capture all extant and potential data points, use soft knowledge to pare them down, then model the ones with consistent significant effects and tie them to levers the business can actually pull.
Does our data need to be perfect before we start?
No. Because we are not a platform, we can account for issues inside your data rather than requiring them fixed first. What we need is roughly two to three years of weekly spend and outcome history, not a completed data governance programme. This also tends to mean the analysis extends well beyond the original scope.
How quickly can you deliver a model?
Typically a week or two after data is confirmed, rather than the months most providers require. The work is bespoke rather than run through a fixed pipeline, which sounds slower and is in practice the opposite.
Do we have to replace our technology stack?
Usually not. Our first move is to maximise what you already own, because most organisations use a fraction of the capability they pay for. If a genuine gap remains we will say so, but we hold no reseller agreements or vendor commissions, so a platform purchase is a recommendation rather than a revenue line for us.
Who actually does the modelling?
Tasman Murray, the Managing Partner. You deal with the person building your model, not a pitch team and not juniors learning on your budget. A supporting team handles data wrangling and extraction.
How should we measure brand visibility now buyers use AI assistants?
Run a fixed set of buyer-representative prompts across each platform repeatedly, recording whether your brand appears, how it is characterised, and which sources the answers draw on. Report per platform with confidence intervals, because these systems are non-deterministic and visibility does not transfer between them. Our full method is set out here.
Can you just do MMM, without the rest?
Yes. HAMM can be broken down into just marketing mix modelling, or just long term attribution, or combined in full. Clients pick and choose based on the decision in front of them.

Contact

Start with a conversation.

Tell us the decision you are trying to make. If we are not the right people, we will say so and point you somewhere better.

Phone
0428 625 394
Email
tasman.murray@holisticanalytics.com.au
Based in
Melbourne, Australia (working nationally)
Response time
Within one business day

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