RoI² Ltd · Decision Intelligence
Buyers search Google for the product category before they choose a supplier. The reports you already use count only the buyers who arrive at your site. The buyers who saw your brand in the results and chose a competitor appear in no report you hold. The share of your visibility that goes to competitors in this way is your Demand Leakage. Brand Demand Scan (BDS) measures that leakage from a Google Search Console export, the free report Google gives every site owner, or from public search data if you have none. Where you give your average contract value, it states the leakage in revenue. Nothing needs to be installed.
Reference case · Industrial B2B · €100M revenue
Brand Demand Scan identifies this from existing Search Console data.
The testable version: in Search Console, split your queries into those that contain your brand name and those that do not. Compare the clicks each group received. In our validation corpus, brand clicks exceeded category clicks by 8 to 78 times. If your ratio is inside that range, demand is leaking. If category clicks are close to brand clicks, little demand leaks.
Brand Demand Scan
Brand searches contain your company name. Category searches describe what you sell. Across the validation engagements, brand clicks exceeded category clicks by 8 to 78 times. Each scan also measures Demand Leakage: the share of your visibility that leaks to competitors. We calculate it from a Search Console export, or from public search data if you have none. Given your average contract value, the result is stated as annual revenue, the unit your finance director already uses.
Engagements
Private equity investors assessing a company in their portfolio use the
PE Portfolio Engagement instead. It has a different scope and price.
This advisory follows a Brand Demand Scan and acts on its three findings. It runs for 4 to 8 weeks. It ends with decisions on budget, channels and search terms.
View engagement →You gain a senior decision-maker in your leadership team. They own growth and marketing decisions, set priorities and review past decisions at regular intervals. Engagements typically last 3 to 9 months.
View engagement →You bring one or two strategic decisions your leadership team needs to make. No Brand Demand Scan is required first. We frame each decision, analyse it and settle it.
View engagement →RoI² Framework
Standard reports count the buyers who arrived at your site. Brand Demand Scan measures the demand that never reached the business. The RoI² Framework then allocates budget to what the scan confirms.
Budget then follows verified results. Estimates from attribution models, and cases where two figures move together without one causing the other, no longer drive the decision.
View the framework →Stage 01 is Brand Demand Scan. It measures the demand in your category, how much of it your brand captures and how much leaks to competitors. Every later allocation decision rests on those figures.
Stage 02 is the RoI² Framework. Results from every channel flow into one dashboard. Channel budgets are set there by hand, according to what the figures confirm. Your own finance function confirms the result against a baseline agreed before the work starts.