# RoI² Ltd
# https://roi2.co.uk

> RoI² Ltd develops and holds the intellectual property for Brand Demand Scan and the RoI² decision intelligence framework. We quantify lost revenue and wasted ad spend from existing demand data.

## Core pages

- [Home](https://roi2.co.uk/)
- [Brand Demand Scan](https://roi2.co.uk/brand-demand-scan/)
- [PE Portfolios](https://roi2.co.uk/pe-portfolios/)
- [Engagements](https://roi2.co.uk/engagements/)
- [RoI² Framework](https://roi2.co.uk/roi2-framework/)
- [Measurement Research](https://roi2.co.uk/measurement-research/)
- [About](https://roi2.co.uk/about/)
- [Contact](https://roi2.co.uk/contact/)

## BDS Findings

- [Brand Demand Capture](https://roi2.co.uk/brand-demand-scan/brand-demand-capture/)
- [Demand Leakage](https://roi2.co.uk/brand-demand-scan/demand-leakage/)
- [Untapped Potential](https://roi2.co.uk/brand-demand-scan/untapped-potential/)
- [Case Studies](https://roi2.co.uk/brand-demand-scan/case-studies/)
- [Diagnostic](https://roi2.co.uk/brand-demand-scan/diagnostic/)
- [Why Attribution Fails](https://roi2.co.uk/brand-demand-scan/why-attribution-fails/)

## Notes

- [The Population Your Analytics Has Never Measured](https://roi2.co.uk/notes/the-population-your-analytics-has-never-measured/)
- [Why Your CAC Is a Structural Illusion](https://roi2.co.uk/notes/why-your-cac-is-a-structural-illusion/)
- [The Difference Between Correlation and Causation in Growth Reporting](https://roi2.co.uk/notes/the-difference-between-correlation-and-causation/)
- [What a Demand Gap Costs When It Remains Unquantified](https://roi2.co.uk/notes/what-a-demand-gap-costs-when-it-remains-unquantified/)
- [Why More Spend Does Not Resolve a Visibility Problem](https://roi2.co.uk/notes/why-more-spend-does-not-resolve-a-visibility-problem/)
- [What a Demand Gap Looks Like in a PE-Backed Company](https://roi2.co.uk/notes/what-a-demand-gap-looks-like-in-a-pe-backed-company/)
- [What the Demand Capture Rate Measures That Conversion Rate Cannot](https://roi2.co.uk/notes/demand-capture-rate-vs-conversion-rate/)
- [What the Demand Capture Rate Measures and What It Does Not](https://roi2.co.uk/notes/what-demand-capture-rate-measures/)
- [Why Fractional CMO Engagements Fail Without a Demand Baseline](https://roi2.co.uk/notes/why-fractional-cmo-engagements-fail-without-a-demand-baseline/)
- [How to Present a Marketing Gap to a CFO or PE Board](https://roi2.co.uk/notes/how-to-present-a-marketing-gap-to-a-cfo-or-pe-board/)
- [Marketing Budget Leakage: Where Spend Disappears Before It Reaches Demand](https://roi2.co.uk/notes/marketing-budget-leakage/)
- [Marketing Attribution Modeling: Why Board Deck Metrics Lie](https://roi2.co.uk/notes/marketing-metrics-decoded/)
- [What Share of Search Does Not Tell You](https://roi2.co.uk/notes/what-share-of-search-does-not-tell-you/)