“This model is the result of a team effort that combines years in branding, growth marketing, and data scientists trained in econometrics modeling — plus more academic papers than I care to admit.”
It took us a few years to get to the Purple Metrics model.
Most marketing models are built for media buyers. They’re designed to match money in with money out, usually media and sales. That kind of direct connection leaves brand efforts out of the picture.
Here’s how we approached it differently.
The founder who runs product worked at top branding agencies, then built a branding company for startups. She saw up close how brands are built and how they drive growth. Purple Metrics started as brand research software, which gave us primary data on branding and consumer behavior.
When we pivoted to modeling, our data scientists dove into marketing measurement. But every early model leaned heavily toward performance. That’s where the long discussions began, crossing branding experience with growth marketing logic. All of this alongside a cofounder who spent nearly a decade at Google.
The data science team went deeper. Not just into marketing, but into economics (their original field), benchmarking across industries, and even drawing ideas from how bacteria and viruses behave. Don’t ask.
Eventually, we figured out the adjustments needed to add branding to a marketing model. And we started seeing it.
Then we picked 10 paying clients to test with, chosen for the quality of their data, their industry mix, and their business models. We weren’t after scale. We wanted sharp feedback and strong datasets. All of them had CMOs who were data-oriented and up for the challenge.
We trained the algorithm, relaunched the model a bunch of times, and kept refining it until we could trust what it showed: attribution and reallocation that finally includes branding.
Yes — it sees branding.
Then it had to be feasible. Pulling API data, organizing a clean data lake, orchestrating the model, and turning that into a simple dashboard. That’s our cofounder and CTO making the magic happen.
Imagine having a top data science team inside your marketing department, focused entirely on building a model that reflects how marketing actually works. Built by people who come from branding and growth. Trained on real data from real teams. Designed so clearly that you actually know what to do with it.
It doesn’t feel like it was designed only by engineers. Because it wasn’t.
That’s Purple Metrics.
Purple Metrics is the marketing attribution software that puts branding in the equation. It centralizes all marketing data — from branding to performance — and uses AI and statistical modeling to analyze and attribute the impact of each channel on results without relying on clicks. The software also identifies indirect effects on conversions, such as the influence of creators on brand searches, and measures how long each action takes to drive results. With more accurate attribution, it predicts future outcomes more precisely and suggests budget optimizations to help your team reach and exceed its goals.