Better creative. Stronger offers. Smarter acquisition. We turn customer and performance data into specific tests, build the campaigns and landing pages, and measure what earns the next investment.
Our process · illustrated
03 — the build
Real experiments. Stronger growth decisions.
These are experiments we have built and run across client accounts. From creative concepts and editorial landing pages to Shopping feeds, offer economics and bidding. Open a block to see the change, the measurement and the decision it informs.
01 · CREATIVECreative angle tests
02 · FORMATImage vs video
03 · SEARCHSearch to listicle
04 · JOURNEYAdvertorial funnels
05 · FEEDProduct title tests
06 · OFFERBundle acquisition
07 · SHOPPINGShopping catch-all
08 · ECONOMICSSubscription split
09 · BIDDINGBid target ladders
10 · CATALOGFeed enrichment
00 · GROUNDCustomer insight & economics
11 · KEYSTONELearn. Improve. Repeat.
Creative · landing pages · feeds · offers · biddingeach test informs the next decisionopen a block for the experiment
04 — the compound effect
Winning experiments compound.
Every win becomes a permanent block, and every block lifts the months after it. One account, 22 months, €0 → €23M — and the slope is the point: the last three months alone added €6.5M.
Our people set the strategy. ARQ OS connects the work. AI helps analyze signals, prepare proposals and move work forward. We bring the customer understanding, commercial judgment and approval that turn it into a growth decision.
Account signals, data freshness and work status brought together so we know what needs attention.
02 · Decisions
Conventional workflowRecommendations scattered across chats.
ARQ OSEvidence ready for human review.
Agent Inbox brings the proposal, supporting evidence and review controls into one decision flow.
03 · Execution
Conventional workflowA to-do list handed from person to person.
ARQ OSWorkflows with a traceable outcome.
Track work from preparation through review and execution. A queued task is not a completed change.
04 · Experiments
Conventional workflowA new idea. Another disconnected test.
ARQ OSA documented experiment cycle.
Define the hypothesis, build the test and record the outcome. Use the findings to decide what comes next.
05 · Learning
Conventional workflowFindings buried in the monthly deck.
ARQ OSA record the team can build on.
Keep experiment decisions and results accessible, including stopped tests and inconclusive outcomes.
06 · Accountability
Conventional workflowUpdates that say work is “done”.
ARQ OSSee the status. Inspect the result.
Activity and result records show what ran, what completed and what still needs attention.
The human role
Strategy. Priorities. Judgment. Approval. The system supports the decision. Our team owns the direction, reviews proposed changes and decides what deserves the next investment.
A comparison of working methods. Workflows depend on the account’s connected tools and agreed scope.
Know where sales get credited. Test what creates additional demand. Attribution helps us interpret the customer journey and optimize campaigns. Incrementality asks how many of those sales would have happened without the advertising being tested.
01 / Follow the creditIllustrative example
One sale. Different stories.
Change the model. Watch the credit move.
Same purchase€120The revenue stays the same.
01DiscoveryFirst eligible click€0
02ConsiderationSecond eligible click€0
03Branded SearchFinal eligible click€120
The last click takes all the credit.
Earlier clicks get €0. The purchase is still worth €120.
How to read this example
A simplified journey with three eligible clicks. Last click assigns all €120 to the final click. This shows allocation, not the causal contribution of each interaction.
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Now ask the business question.
02 / Measure the differenceIllustrative controlled test
How much growth did the ads add?
Compare purchases in equal-sized test and control groups.
These are illustrative numbers, not a client result. The example assumes equal-sized randomized groups, a shared measurement period and consistent conversion definitions. Real studies require sufficient volume, uncertainty estimates and checks for spillover. The red units represent an aggregate estimate, not identifiable individual purchases.
The ARQ approach
Use attribution to guide optimization. Use incrementality to inform the next investment.
