You’re asked where the money should go, what it did, and why brand deserves a share. Alli gives you a modeled answer before the budget is set, a weekly number for brand, and results finance can trace. Your team makes the calls, and Alli does the analysis at the speed the questions arrive.
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PMG clients in this page’s stories
Live sports advertising has long been a powerful awareness driver for QSR brands, but we needed it to do more, we needed it to drive real, measurable business impact. By leveraging first-party data, dynamic ad delivery, and real-time optimization, we've transformed traditional live sports media into a precision performance channel. This approach allows us to connect with our customers where it matters most and turn media investment into tangible sales growth.
63%Higher Net New Buyer Conversion
With Alli, PMG mapped audiences to each brand's store footprint and served region-specific ads within the same national Thursday Night Football broadcast, a first for QSR. Household-level exposure was matched to credit card transactions, so budget could follow real sales signals week to week.
84%Brand Recall
With Alli, PMG identified three traveler types from live behavior and research data: families, adventure seekers, and budget-minded retirees. Media mix modeling through Alli Brand Equity and competitive data from Alli Business Insights moved spend toward spring and underused channels for the "Life's a Trip" campaign.
Read the Best Western story 1.8BCampaign impressions
With Alli, PMG defined this audience, "the Protectors," from how they actually behave online. The "McAfee+ is Like…" campaign used simple analogies, like a lie detector for scam protection, across streaming, social, and audio, and Alli Creative Insights scored each version during the eight-week run.
Read the McAfee story 200%Increase in brand preference
With Alli, PMG defined who the campaign had to reach, from first-time buyers to experienced traders. The team paired a one-day studio shoot with a generative AI desert environment, built around the image of a sandboarder reading shifting terrain, and launched across digital and out-of-home placements in the UAE.
Read the FXTM storyThe budget conversation rarely goes wrong because the CMO lacks a view. It goes wrong because the evidence is scattered. Media results live in one place, sales in another, and brand health in a survey that arrived last quarter. By the time someone reconciles them, the decision has already been made.
So the budget gets set from last year’s split, adjusted by a few points. Brand loses the argument because it has no revenue case. And when finance asks why a number moved, the honest answer is “let me get back to you.”
None of this is a talent problem. It’s a plumbing problem, and it’s fixable.
Money stays where it was, not where growth is
What Alli doesAlli Business Insights shows where demand is opening, and Alli Scenario Planner models the options
Long-term investment gets cut first
What Alli doesAlli Brand Equity gives brand a weekly score you can read next to sales
Meetings turn into arguments about definitions
What Alli doesAlli Semantic Layer defines each KPI once, so marketing and finance read the same figure
You commit before you know
What Alli doesAsk Alli answers a question in the meeting, from data your team already trusts
Your team explains the past instead of planning the next move
What Alli doesAlli Generative Dashboards builds the view from a plain-language request
Spend drifts and nobody sees it
What Alli doesAlli Alerts flags pacing and performance issues in Slack while there is time to act
Alli is PMG’s operating system for business transformation, and for a CMO it does three jobs. It helps you decide where the next dollar goes, shows what the money did in terms finance accepts, and makes brand a number you can defend. Each job has its own Solutions page. They work best together, because the same data sits under all three.
What changes for youYou walk into planning with modeled scenarios and a plan every channel works from, not last year’s split
What changes for youYou answer the CFO with figures that trace back to their source, and you stop rebuilding the same report each quarter
See Alli for MeasurementWhat changes for youBrand sits in the same conversation as performance, with a weekly score instead of an annual tracker
See Alli for BrandThree other pages sit close by. Alli for Audiences helps you see who the growth is for. Alli for Self-Serve Answers lets your leads get their own answers without a queue. Alli for Always-On Monitoring watches the plan once it’s running.
Three illustrations of the work. They show how the products fit together, not results from a named client.
The CFO wants to hold spend flat. You believe a shift toward two channels would grow revenue, but the case lives in four spreadsheets and a deck.
Scenario Planner pairs historical sales with current brand equity signals, lets your team move budget between channels, and shows the projected revenue and the point where more spend stops paying back. Media Planner holds the resulting plan, so everyone reviews the same version.
Whether the modeled case is strong enough to ask for the shift, how much brand to protect, and what you’d tell finance if the first quarter lands below the model.
A board member asks how return on ad spend has changed in the UK this quarter. Normally that becomes an action item and an email on Thursday.
Your lead asks Ask Alli in the meeting and gets an answer with a chart, built on the same trusted data as your regular reporting. Alli Data Explorer lets the team slice the answer further if the first view raises a follow-up.
Whether the answer is enough to act on, or whether it’s worth a deeper look before anything changes.
Awareness looks fine, but you suspect trust is slipping in a category where competitors have been loud. The annual tracker won’t say for months.
Brand Equity updates weekly across four dimensions: Consumer Mindshare, Consumer Trust, Authority, and Stability. A dip in one of them shows up next to your performance data while there is still time to respond.
Whether the dip is a signal or noise, and whether it changes the brand and performance split in your plan.
Built to scale your team’s judgment, not replace it.
Alli does the analysis, modeling, and monitoring at a volume no team could match by hand. The decisions stay with you and your people. That includes what to fund, what brand deserves, and what to tell the board.
What Alli doesModels scenarios and shows where returns flatten
What your people doChoose the strategy, weigh the tradeoffs, and approve the plan
What Alli doesBuilds the view and the summary from trusted data
What your people doDecide what the result means and what changes next
What Alli doesScores brand weekly across four dimensions
What your people doJudge what moves the number and how much to invest
What Alli doesFlags pacing and performance issues in Slack
What your people doDecide whether to cap, fund, or move budget
What Alli doesTraces each figure back to its source
What your people doOwn the story, and stand behind it
Every Alli product reads from the same trusted data and shared definitions, so “revenue” and “efficiency” mean one thing in the plan, the dashboard, and the answer. When finance asks where a figure came from, your team can trace it.
See why teams trust Alli’s dataStart where the pressure is. Each entry point connects to the rest later.
Model one budget shift and bring the projected revenue case to finance
Start with Scenario Planner and Media InvestmentRead the weekly score next to performance for one quarter
Start with Brand EquityReplace one recurring leadership report with a dashboard built from a prompt
Start with Ask Alli and Generative DashboardsHow Alli helps marketing leaders fund growth, prove results, and defend brand.
It’s a way of using Alli’s products together for the questions a CMO is asked most: where the money should go, what it delivered, and whether brand is worth the investment. It draws on the Media Investment, Measurement, and Brand solutions, all built on the same trusted data, with your team making the decisions.
Bring a modeled case and numbers finance can trace. In Alli, Scenario Planner shows the projected revenue of a budget shift and where more spend stops paying back. The Semantic Layer defines each KPI once, so marketing and finance read the same figure. The argument becomes about the tradeoff, not the definitions.
Give brand a number that updates often and sits next to sales. Alli Brand Equity scores brand health weekly across Consumer Mindshare, Consumer Trust, Authority, and Stability. Scenario Planner pairs that signal with historical sales, so brand spend can be judged on its effect on revenue, not on faith.
Alli works alongside the models you already use. Scenario Planner adds what-if testing and brand equity signals to the plan, so model results can shape budget decisions before spend is set.
No. Alli handles research, modeling, monitoring, and reporting at scale. Strategists, media leads, analysts, and finance partners frame the questions, choose the plan, and approve the money. The aim is to scale their expertise, so they spend less time assembling evidence and more time deciding what to do with it.
Ask Alli answers questions in plain language from trusted data, with charts and summaries, and teams using it report an 80% reduction in time to insight. Generative Dashboards builds the view from a description. The answer can arrive in the meeting rather than as an action item afterward.
Alli is available to PMG clients. Marketing, media, brand, and finance teams use the same platform PMG’s experts use, so both sides work from the same data and results. Book a walkthrough to see how it works with your own budget, channels, and markets.
Book a walkthrough and bring the budget decision on your desk. We’ll show you how Alli models the options, scores brand, and answers finance. Alli is available to PMG clients.