Machine Learning
Human Strategy.
We combine machine learning, performance data and human strategy to understand what’s actually moving your business and what needs to change next.
We built Paperclip Media for brands that want more than campaigns, reports and monthly meetings.
However beautiful the strategy, you should occasionally look at the results.
— Winston ChurchillSix non-negotiables.
Don’t spend before you understand.
Know the business, audience and opportunity before putting budget behind a campaign.
Don’t optimise what you can’t measure.
If the signal isn’t reliable, optimization is just guesswork dressed as data.
Don’t scale what you can’t explain.
A good result is useful. Understanding why it happened is what makes it repeatable.
Don’t confuse activity with progress.
More campaigns, clicks and reports don’t matter if they aren’t moving the business forward.
Don’t let the algorithm make the strategy.
Automation can optimize the path. Humans still need to decide where we’re going.
Don’t be afraid to change your mind when the data says you should.
Good marketing isn’t about being right. It’s about learning faster and making better decisions.
WHO WE WORK BEST WITH?
WHAT MAKES PAPERCLIP DIFFERENT?
Strategy before spend
We don’t start by asking how much you want to spend. We start by asking what needs to happen for that spend to make sense.
No black boxes
You should understand what we’re doing, why we’re doing it and what the data is telling us.
Senior thinking
Your growth shouldn’t disappear into an account-management hierarchy.
Experiments, not opinions
We turn assumptions into hypotheses, hypotheses into tests and tests into decisions.
Business metrics over vanity metrics
Clicks and impressions are useful signals. Revenue, qualified leads, CAC, ROAS and profitability are the destination.
Continuous learning
We don’t treat a campaign as a finished project. Every campaign should make the next decision smarter.