Methodology
Evidence before opinion.
Revenu applies a proprietary commercial methodology designed to produce conclusions that are traceable, cautious and decision-grade. No single platform is automatically treated as the sole source of truth.
How we reach a conclusion
Foundations
- Scope definition
- Evidence hierarchy
- Source completeness
- Reconciliation
- Commercial normalization
Judgment
- Attribution treatment
- Incrementality
- Materiality
- Confidence levels
- Finding classification
- Senior review
- Reporting
Principles we hold to
- No single marketing platform is automatically the source of truth.
- Material findings must have identifiable supporting evidence.
- Assumptions are distinguished from observed facts.
- Where evidence is incomplete, conclusions say so rather than filling gaps.
- Findings are classified by materiality and evidence confidence.
- Conclusions are expected to be challenged.
How findings are expressed
Revenu distinguishes fact, observation, reconciliation difference, assumption and analytical conclusion.
We prefer language such as reconciled, observed, identified, not established and evidence indicates, rather than absolute claims of certainty.
What this methodology is not
This is Revenu’s proprietary commercial methodology. It is not a statutory auditing standard, accredited methodology or regulated assurance framework.
See the methodology applied to a real structure.
Download the illustrative sample report, or request an independent review.
Request an Independent ReviewRevenu provides independent growth, marketing and commercial analysis. Revenu services are not statutory financial audits, accounting assurance, legal opinions, credit ratings, investment ratings or regulated investment advice. Terms such as verified, assurance and assessment refer to Revenu proprietary commercial methodology unless expressly stated otherwise.