Paul Newnes

I'm CTO of Deducive, a marketing measurement agency. Before that I ran a New York and London agency for ten years, so I've sat on both sides of the "is this working?" conversation. I work out what's actually driving growth and turn it into numbers finance will accept.

That means attribution audits, incrementality tests, marketing mix modeling, and fixing the tracking underneath: server-side tagging, GA4/BigQuery, GTM, Shopify and HubSpot.

I work with brands spending real money on paid media, and with agencies who need to prove their work to clients.

Useful for: • A second opinion on whether your attribution, incrementality or MMM can be trusted • Why ad platforms, GA4 and your CRM all report different numbers • What to fix first before you scale or cut a channel • Pressure-testing a measurement story before it goes to the CFO or client

Bring a dashboard, a tracking setup, or the question you're stuck on. You'll leave knowing what's solid, what isn't, and what to do next.