We make marketing measurement decision-grade.
If your paid platforms, analytics, and finance numbers don’t agree, you’re not “missing a dashboard.” You’re missing a measurement system you can trust.
Deducive helps teams solve that problem with a practical mix of:
Digital Marketing Attribution (directional optimization)
Incrementality (causal truth)
Media Mix Modeling (planning and budget allocation)
We’re a small team of experienced operators who build the infrastructure, validate the data, and translate it into decisions you can defend.
What makes us different
A lot of analytics work produces charts. Useful charts are nice. Decision confidence is better.
We don’t start with tools. We start with the question your business actually needs answered:
What is driving incremental revenue?
What should we scale, cut, or test next?
How do we plan spend without over-crediting the loudest channel?
Then we build the measurement system that can support those answers.
How we work
Most client work follows a simple rhythm:
1) Diagnose
We evaluate measurement integrity, identify leaks, and document where “truth” diverges across platforms. Outputs: audit findings, tracking map, validation report, priority fixes.
2) Instrument
We fix the plumbing: event taxonomy, tracking standards, server-side where appropriate, and clean data flow. Outputs: updated measurement architecture, QA documentation, stable event definitions.
3) Prove + Plan
We combine attribution with incrementality and MMM-style planning to produce recommendations you can act on. Outputs: incrementality test plan/readout, channel contribution view, budget scenarios, CFO-ready narrative.
The Deducive origin story
Deducive was founded in 2017 by Jason Kowal and Paul Newnes, two veteran entrepreneurs and agency owners. We came together to fill a technical skills gap that exists in many top-tier agencies and in-house marketing teams. Our job is to combine our clients’ great ideas with evidence-based strategy and performance analysis.
Our team originally met in London 20 years ago, but today we call Washington, DC and Manchester, UK home.
If you’re wondering how we came up with the name Deducive, and what this has to do with Donald Trump’s Twitter account, we recommend you read this blog entry.
PARTNERS
Jason Kowal, Partner
Expert in analytics and performance marketing. Practice areas include growth strategy, digital advertising, and market research.
Throughout his career, Jason has applied his marketing expertise and affinity for primary source data to advise hundreds of clients, including startup brands and blue chips like AT&T, Google, New Balance, T Rowe Price, and Volkswagen.
Prior to starting Deducive, Jason founded a multi-million dollar creative agency and worked for management consultancy Analysys. In the first 10 years of his career, he built market research firm TeleGeography from broom closet to global brand with clients in 100 countries.
Jason’s writing, interviews, and infographics have appeared in hundreds of publications, including The Atlantic, The Wall Street Journal, and The Economist. He has given presentations (and told bad jokes) at conferences in the US, Europe, and Asia. Before all this started, he earned an honors B.A. degree in Political Science from Tufts University.
PAUL NEWNES, Partner
Expert in analytics and data science. Practice areas include systems development, marketing attribution, and server-side analytics.
Paul has spent the last 20 years of his career in a startup or leading a business through times of revolutionary technological change. Paul's skill set centers on marketing technology and data science.
Paul started out in the then-recently deregulated telecommunications sector in the UK. His success in telecom led to a key role in the founding of the world’s first bandwidth exchange, Band-X.
Subsequently Paul turned his focus to founding digital agency Brick+Bond (now Draw Group) in New York City. During his 12 years building the business, he orchestrated digital campaigns for major brands including AP, Chegg, Estée Lauder, and Möet Hennessy.
Paul holds a masters degree in Innovation & Change Management from York Business School, an undergraduate degree in Biology from Manchester University and a number of professional certifications in Statistics and Data Analytics. He is within the top 10% of Stack Overflow contributors for the R programming language.
Ready to see if it’s a fit?
If you’re spending meaningful money on paid media and don’t fully trust your measurement, we can help.
Deducive Is Part of Tribe Global
Deducive is part of Tribe Global, a network of 40 independent advertising, digital, and experiential agencies. Tribe members are truly global: we have offices in 100 cities spanning the Americas, Europe, the Middle East, Asia, and Australia.
DEDUCIVE BOARD OF ADVISORS
Jonathan Palmatier
Veteran innovator. Digital product leader at Amazon and Comcast. Wharton MBA. Taught the world how to talk to their television — and get a response.
Adam Kowal
Master ScrumMaster. Expert in software product management and telling the truth. Built SaaS before it was called SaaS. Intuit veteran shifted to infosec and biotech.
