About Zero Fluff: we sell margin, not dashboards
Why does Zero Fluff exist?
Marketing reports can look impressive and mean very little. Marketing says "it works". Finance asks "so what?". Both can be right, because they are reading different numbers.
We sit between those two conversations.
What are our four principles?
Anti-vanity
A good ROAS in the ad platform does not close the question. What matters is whether the business got something out of it. Growing sales is lovely. Keeping some of the money is also worth a meeting.
Incrementality
We ask what would have happened without the activity. A test is one way to answer that. It is not the whole service, and we will not sell you a test your budget cannot carry.
Honesty
We don't polish results. We say what we know, what we assume and where we are taking a risk. "We can't tell yet" is an answer too.
Marketing tied to the P&L
Margin, lifetime value, payback period, cash. Marketing decisions are money decisions, so we judge them on money.
How do we work?
We combine a view of the whole business with the people who execute. Strategy and delivery sit in one place, so the plan does not get lost on the way to the ad account.
The work goes wider than ads. Product economics, cash, stock and delivery, promotions and pricing, returns and retention all change what growth is worth. On the execution side: campaigns, creative, SEO and AI visibility, analytics and research.
Three habits follow from the principles:
Proof, or we leave it out
Every number we publish has a source and a source type. How that works is set out in our editorial and sourcing policy.
The method fits the budget
Sometimes a test. Sometimes a model or a careful comparison of your own data.
The knowledge stays with you
The data and the reasoning behind each decision remain yours.
On fees: we don't publish prices. Terms are agreed once the scope is clear.
Client results are in our case studies, each with the period its numbers cover.
Who do we work with?
Clients
“Their engagement is impressive.”
Next step.
Bring one budget decision you are unsure about. Book a call about it.