Alli for Measurement

Prove what worked. In numbers finance trusts.

Most teams have more reports than answers, and finance still questions the numbers. Alli for Measurement defines every KPI once, lets anyone investigate a result in plain language, models the next budget before money moves, and builds the executive view from a sentence. Your analysts, finance partners, and marketing leaders decide what the numbers mean.

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PMG clients in this page’s stories

  • CKE Restaurants (Carl's Jr. and Hardee's)
  • Best Western
  • Jazwares
Customer impact

What have measurement teams proved with Alli?

Turning QSR Marketing Into Measurable Performance

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.

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.

Scott Sutton, Media Director, CKE Restaurants

63%Higher Net New Buyer Conversion

2%Sustained Transaction Lift

Read the CKE Restaurants story

Life's a Trip

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.

84%Brand Recall

16%Increase in Platform Revenue

Read the Best Western story

Bold Enough to Ask Hard Questions

PMG built the full launch, from research to creative to a full-funnel media plan, in six weeks. Underneath it, Alli Datasources brought 27 sources into one place and the Alli Semantic Layer gave every metric one shared definition.

6Weeks to Develop Launch Plan

54%Increase in Search Interest

Read the Momentive story

Explore customer stories

The challenge

Why do teams have more reports than answers?

Reports aren’t scarce. The trouble is that a report shows what happened and stops there. It doesn’t say why, it doesn’t say whether the figure matches the one finance holds, and it rarely lands while the budget is still open.

So the review opens with a different argument: whose number is right. Marketing brings platform figures. Finance brings revenue. Analytics brings a third view, built in a spreadsheet last week. Half an hour goes to reconciling them, and the decision slips to next week.

Teams need measurement that survives a finance review: shared definitions, answers to the follow-up question, models that account for brand, and assumptions anyone can see. And they need analysts, finance partners, and marketing leaders deciding what the results mean.

More reports than answers

Every question becomes another report, and none says what to do

How Alli for Measurement handles itAnyone can ask the follow-up in plain language and get a view and a summary (Data Explorer)

Three numbers for one KPI

ROAS or revenue is calculated differently by each platform, market, and team

How Alli for Measurement handles itKPIs are defined once, and every dashboard, model, and answer uses them (Semantic Layer)

Finance doesn’t trust it

Marketing’s figures can’t be traced, so finance rebuilds them

How Alli for Measurement handles itFinance works from the same definitions and sees the assumptions behind each scenario (Semantic Layer, Scenario Planner)

Brand missing from the model

Models explain past spend against past sales and treat reputation as noise

How Alli for Measurement handles itBrand equity signals sit in the model next to sales (Scenario Planner)

Models arrive after the budget

A periodic report explains a decision that has already been made

How Alli for Measurement handles itA live environment lets teams test a budget shift before they commit it (Scenario Planner)

No market context

A 10% lift looks strong until you learn the category grew 25%

How Alli for Measurement handles itMarket signals and competitor moves sit next to your own results (Business Insights)

Follow-ups become tickets

A new cut of the data waits in the queue for days

How Alli for Measurement handles itTeams explore the data directly, and analysts keep the work that needs them (Data Explorer)

Executive reporting takes weeks

The dashboard is stale by the time leadership sees it

How Alli for Measurement handles itA dashboard is built from a sentence, with a summary beside the charts (Generative Dashboards)

The system

How does Alli prove what worked?

Alli for Measurement is a loop. It defines the numbers once, investigates what happened, adds the market around it, models what comes next, and shows the result in a form leaders read. Each stage reads from the same trusted data, so a figure means the same thing wherever it appears.

  1. 01

    Define

    Semantic Layer

    KPIs, calendars, and naming are set once, and every team, region, and tool uses them.

    What it’s worthMarketing and finance start from the same numbers

  2. 02

    Investigate

    Data Explorer, Ask Alli

    Teams slice, compare, and ask questions of performance data in plain English, then summarize what changed.

    What it’s worthThe follow-up gets answered in the meeting, not in next week’s report

  3. 03

    Add context

    Business Insights

    Market signals, competitor moves, and your own results sit in one view.

    What it’s worthA result is judged against the market it happened in

  4. 04

    Model

    Scenario Planner

    Historical sales and brand equity signals feed a dual model. Teams test budget shifts and see where more spend stops paying back.

    What it’s worthThe next budget starts from modeled outcomes

  5. 05

    Show

    Generative Dashboards

    Dashboards are built from a sentence, with summaries beside the charts.

    What it’s worthLeaders see what happened and why, without a multi-week build

Explore Semantic Layer Explore Data Explorer Explore Scenario Planner

In action

See measurement in action

Six moments from the loop, each shown by the decision it improves.

Define · Alli Semantic Layer

End the meeting about whose number is right.

The Semantic Layer sets each KPI one time, harmonizes platform and market naming, and applies fiscal and promotional calendars the same way everywhere.

What it’s worth

Reports from different teams match. A change to a definition lands everywhere at once, not in forty spreadsheets.

Explore Alli Semantic Layer
Investigate · Alli Data Explorer

Ask the follow-up question while the room is still deciding.

Data Explorer lets anyone filter, compare, and ask questions of performance data without writing a query. Ask Alli is built in, so a plain-English question returns a view and a summary.

What it’s worth

The next question gets answered now, and analysts go back to modeling and interpretation.

Explore Alli Data Explorer
Validate · Alli Data Explorer

Find out which number to trust in minutes.

Every dataset links back to its approved source. When a platform report and an internal figure disagree, Data Explorer compares the sources and shows where they differ.

What it’s worth

The review moves from “which number is right” to “what do we do about it.”

Explore Alli Data Explorer
Add context · Alli Business Insights

Judge the result against the market it happened in.

Business Insights pulls market signals, competitor moves, and your own performance into one research view. A flat quarter reads differently when every competitor declined.

What it’s worth

Leaders can tell a win from a rising tide.

Explore Alli Business Insights
Model · Alli Scenario Planner

See the likely revenue impact before you commit a dollar.

Scenario Planner pairs historical sales with current brand equity signals. Teams move budget between channels and see predicted revenue and the point where more spend stops paying back.

What it’s worth

The budget debate becomes a comparison of modeled outcomes, and finance can see the assumptions behind each one. These are estimates for planning, not guarantees.

Explore Alli Scenario Planner
Show · Alli Generative Dashboards

Walk into the review with the dashboard already built.

Describe the view you need, or start from a sketch, screenshot, or template, and Generative Dashboards builds an interactive dashboard with summaries beside the charts.

What it’s worth

A new view takes minutes, not a ticket and a multi-week build.

Explore Alli Generative Dashboards
By the numbers

What changes when teams run on Alli?

3xsales against the initial forecast for Jazwares
63%Higher Net New Buyer ConversionCKE Restaurants
84%Brand RecallBest Western
6Weeks to Develop Launch PlanMomentive
People in charge

Who decides what the numbers mean?

Built to scale your team’s judgment, not replace it.

Alli handles the pulling, reconciling, modeling, and charting. Analysts choose which questions matter and judge what the data can support. Finance partners decide which assumptions they’ll plan around. Marketing leaders choose what to fund, cut, or defend. The AI scales their expertise, so they answer more questions, with more evidence, than they could alone.

Define

What Alli doesApplies each definition everywhere and keeps naming consistent

What your people doAnalysts and finance agree what each KPI means, and approve any change to it

Investigate

What Alli doesReturns views and summaries from plain-language questions

What your people doAnalysts decide which findings are worth acting on, and which need deeper work

Add context

What Alli doesKeeps market and competitor signals current beside your results

What your people doStrategy and marketing leaders judge what the market means for the plan

Model

What Alli doesRuns scenarios and shows saturation and projected revenue

What your people doFinance partners and marketing leaders weigh the tradeoffs, and choose the plan

Show

What Alli doesBuilds the dashboard and drafts the summary

What your people doMarketing leaders decide what the story is, and what goes to the board

Why will finance trust the numbers?

Finance trusts a number it can trace. Every product on this page reads from the same trusted data, so “revenue,” “ROAS,” and “Q2” mean the same thing in every dashboard, model, and answer. Each figure traces back to an approved source, and role-based access controls who sees what.

See why teams trust Alli’s data
Who it’s for

Who is Alli for Measurement built for?

By role

  • CMOs and growth leaders

    Walk into a budget review with one version of performance, and show how brand supports it.

  • CFOs and finance partners

    Work from the same KPI definitions marketing uses, and see the assumptions behind every scenario.

  • Analytics teams

    Hand off the routine cuts and rebuilt dashboards, and spend the time on modeling and interpretation.

  • Global and regional teams

    Compare markets fairly, with the same definitions across regions and currencies.

By industry

  • Retail and consumer goods

    One way of measuring performance across many markets and accounts.

  • Home and durable goods

    Brand and performance measured in one learning loop.

  • Financial services

    KPIs defined once, with figures finance can trace to their source.

Your options

How does Alli compare to other ways of measuring marketing?

Most teams measure with a mix of spreadsheets, BI dashboards, last-click attribution, and a periodic marketing mix model. Each answers part of the question. Many teams keep their BI tool for standard reporting and use Alli for the questions that come up in between.

Spreadsheets and BI exportsAttribution and periodic MMM aloneAlli for Measurement
Where KPIs are definedIn each file or each dashboardIn each platform or modelOnce, and used everywhere in Alli
A new questionA ticket, or another exportWait for the next reportAsk in plain language, or filter and compare
Brand in the modelArgued separatelyUsually treated as noiseBrand equity signals sit beside sales
Testing a budget shiftManual and slowReports can arrive after the budget is setLive what-if scenarios before money moves
What finance seesAnother versionA slide with the resultThe same definitions, and the assumptions behind each scenario
Role of peopleDo all the workInterpret the outputLead every step, with AI scaling their expertise
Getting started

Where should a measurement team start?

Start where the pain is. Each entry point connects to the rest of the loop later.

Meetings that open with “whose number is right”

Agree one definition for the KPI that causes the most arguments, usually ROAS, CPA, or revenue

Start with Semantic Layer

Questions stuck in the analytics queue

Answer the question your team asks most often and can’t answer quickly

Start with Data Explorer

Alli for Measurement FAQ

How Alli helps teams prove what worked, with their experts in charge.

  1. What is Alli for Measurement?

    Alli for Measurement is a connected set of Alli products that help teams prove what marketing returned. It defines KPIs once, answers questions in plain language, adds market context, models budget scenarios with brand in the model, and builds executive dashboards. It combines Semantic Layer, Data Explorer, Business Insights, Scenario Planner, and Generative Dashboards.

  2. How do you prove marketing ROI to finance?

    Start with shared definitions, so finance and marketing calculate ROAS and revenue the same way. Then show how the figure was built and what assumptions sit behind any forecast. In Alli, the Semantic Layer holds the definitions, and Scenario Planner shows the assumptions, so budget conversations start from agreement, not reconciliation.

  3. Why do marketing and finance numbers disagree?

    Usually because each team calculates the metric differently. Platforms define conversions their own way, markets name campaigns differently, and every spreadsheet copy carries its own formulas. The cause is structural, not personal. Defining each KPI once, in one place, removes most of the disagreement before the meeting starts.

  4. Can Alli replace our marketing mix model or attribution tool?

    It doesn’t have to. Many teams keep attribution for daily optimization. Scenario Planner pairs media response modeling with brand equity signals and adds a live environment for testing budget shifts. Talk to your PMG team about how it fits your current setup.

  5. How does Alli include brand in measurement?

    Scenario Planner draws on the same signals as Alli Brand Equity: Consumer Mindshare, Consumer Trust, Authority, and Stability. A dual model pairs those signals with historical sales, separating what media drove directly from what brand strength contributed. Brand investment then has a revenue case, in terms finance can examine.

  6. How accurate are Scenario Planner’s forecasts?

    Scenario Planner gives modeled estimates, not guarantees. Its value is comparing options with clear assumptions before money moves. A layered architecture is designed to reduce the swings common in traditional models, which makes forecasts steadier and easier to explain to finance. Your experts still decide which scenario to act on.

  7. How fast can we get an executive dashboard?

    Describe the view in a sentence, or start from a sketch, screenshot, or template, and Generative Dashboards builds an interactive dashboard with summaries beside the charts.

  8. Does Alli replace analysts or finance partners?

    No. Alli handles the pulling, reconciling, modeling, and charting. Analysts choose the questions and judge what the data supports. Finance partners decide which assumptions to plan around. Marketing leaders decide what to fund. The AI scales their expertise, so they answer more questions with more evidence than they could alone.

  9. Who can use Alli for Measurement?

    Alli is available to PMG clients. Marketing, analytics, media, and finance teams use the same platform PMG’s experts use, so both sides work from the same definitions and results. Book a walkthrough to see how it works with your KPIs, markets, and budgets.

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Bring the number finance keeps questioning.

Book a measurement walkthrough and bring the KPI that causes the most arguments, or the budget you’re about to defend. We’ll define it once, answer the follow-up questions, and model the next move. Alli is available to PMG clients.

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