You want to drive more marketing and pricing efficiency, but your teams are stuck. These problems demand advanced measurement and algorithmic design — built on a sound scientific foundation and stress-tested in the real world. We design systems custom to your business, so you get a competitive advantage you own, not another tool you rent.
We take on the hardest questions — and we only work with you when we’re confident we can add tremendous value.
The truth: if there were an easy fix or a piece of software you could buy, you’d already have it. The foundations of an elite marketing department are harder-won — exploiting returns-elasticity differences across spend, optimizing the conversion signals you send ad platforms, generating reliable estimates of brand-spend impact, and designing a forward-looking ROI metric. We help you build them.
Pricing science is about targeting discounts where they create the most impact — but ripping out your pricing stack to bolt on “AI pricing” is rarely the sensible move. We build solutions grounded in cutting-edge science that integrate cleanly into your existing stack, giving you a fast test-and-improve cycle instead of a risky rebuild.
Most teams can’t answer this — the two live in separate orgs, measured in different currencies, optimized against different targets. We work across both on a single logic: marginal return per dollar. That’s how you get a straight answer, and how you know when to intervene with price or selection instead of just spending more on marketing.
Enterprises don’t want to rent their competitive advantage from an unknown vendor. We build custom systems inside your stack — and you own the code, the models, and the IP. It’s the opposite of buying a black box.
Custom systems become your IP and a durable edge competitors can’t buy off a shelf.
You keep the code and the models. No platform dependency, no data held hostage.
Build a capability once — don’t rent it forever. No compounding, open-ended SaaS cost.
We start from your problem, not from a product we’re trying to make you fit.
For every one of these, we combine hardened scientific methods with years of experience actually running marketing at large enterprises. That pairing is rare: someone deeply technical who has also run billion-dollar channels. It’s exactly what lets us unstick a team that’s been stuck — bringing both the strategy and the engineering, not one without the other.
Explore marketing →The short version: you know the system could be far more efficient, but technical and strategic blockers are in the way. We bring both — real pricing strategy and the engineering to build it — designing the systems you need and testing them rigorously before they ever touch revenue.
Explore pricing →An honest read of where your measurement culture sits is where every engagement starts. Most companies plateau at “well-tooled.” The jump beyond it is organizational, not procurement.
C→B is buyable — tooling, hygiene, procurement. B→A is cultural — the standing capability to keep inventing bespoke measurement as your business and channels change. No vendor tool ships it off the shelf. We help you do both, and we’re honest about which is which.
We don’t arrive pitching a piece of software we’ve already built. We start with a deep assessment of your needs and opportunities, size the prize, and right-size the solution to it — then use leading-edge, proven techniques to drive efficiency you can measure and own.
A structured diagnostic of what you can answer today, where the biggest impact sits, and what’s actually worth building. No assumed solution.
Quantify the upside before committing engineering. Complexity is matched to value, never the reverse.
Delivered as a service, or built shoulder-to-shoulder with your teams so the capability stays in-house.
Every result is tested — geo holdouts, incrementality, A/B validation. You keep the model, the code, and the intelligence.
A technical practitioner who has also run the org — the combination most measurement shops can’t offer.
When a project needs to move faster, we bring in experienced developers to accelerate it.
Who we work with. We currently partner with a small number of €3B+ revenue European businesses. We don’t publish client logos — discretion is part of how we work, and it’s why serious teams trust us with their pricing and measurement. We’ll speak to directly relevant experience with you in a first conversation.
Figures reflect work led by Gencomm founder Justin Rao in senior roles at Zalando and Booking.com, including impact highlighted in public-company earnings calls. Peer-reviewed work appears in the Quarterly Journal of Economics, Journal of Political Economy, Marketing Science, and Management Science.
Two failure modes we exist to fix: a team buys an MMM and doesn’t know what to do with it — or it has flaws that quietly break trust. Our answer is transparency. We’re open about our methods and publish the ones that are industry-standard, then work with you to develop the custom IP that becomes a durable competitive advantage in your market.
The full best-practice stack — maturity grades, segmentation, MMM, geo testing, incrementality-calibrated attribution, LTV, and creative pipelines.
Every pricing model — everyday-low-price, high-low, seasonal markdown — has a signature failure mode. Timing, depth, and inclusion, done with data instead of business rules.
Selected work on advertising measurement, auction design, and pricing — the science underneath everything we build.
Book an assessment and we’ll map where your marketing and pricing stand today — and where the upside is. We reply within one business day.
Book an assessment →We only take on work where we’re confident we can add tremendous value.