Accounts from teams who commissioned performance reviews, segmentation studies, and briefing sessions. Names and sectors are used with permission; campaign details are anonymised where requested.
Testimonials
"The campaign performance review for our spring membership drive finally showed where our radio spots were duplicating reach we already had on mobile display. The bound report is now the reference document for our 2026 media plan — though I wish the mid-flight checkpoint had come a week earlier."
"We commissioned an audience segmentation report before pitching a FMCG client. Dogwood Path fused our client's CRM export with panel data without overpromising precision. The segment definitions held up in the pitch room."
"The executive briefing session gave our editorial board a shared vocabulary for declining newsstand numbers versus stable digital renewal rates. Four hours felt short once the discussion started."
"Six months on the monthly retainer and we finally have ledgers that finance and marketing both sign off on. Occasional delays when our API feed breaks are on us, not them — they flag gaps clearly in the trend memo."
Extended project notes
Regional bank: reconciling three conversion definitions
Client: Chungcheongnam-do financial institution
Context: A Q4 brand campaign ran across OTT pre-roll, outdoor, and sponsored podcast segments. Finance counted branch visits, marketing counted form completions, and the agency dashboard showed yet a third total.
Approach: Dogwood Path mapped each conversion event to its source log, built a single timeline of attributed touchpoints, and produced side-by-side charts showing definitional gaps rather than forcing a blended number.
Outcome: Leadership agreed on a primary KPI for 2026 planning and reallocated 12% of outdoor spend to podcast sponsorship where assisted conversions were undercounted in the agency view.
Publisher overlap study for a dual-format subscription
Client: National magazine with print and digital editions
Context: The subscription product team needed to know whether digital-only readers represented growth or cannibalisation before setting a print sunset date.
Approach: Address-level matching between home-delivery records and account billing addresses, validated with a sample survey of 400 households.
Outcome: Print-digital overlap was lower than internal assumptions; the sunset timeline was extended by 18 months with board approval.
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