About
Precisionly Founder, Dez Calton speaking at Hero Conf
Why Precisionly Exists
Better Decisions Before Better Metrics
After more than 15 years working in paid media, one thing has become increasingly clear: more data, more automation and more sophisticated technology does not automatically lead to better decisions.
It’s easy for paid media to become focused on the things platforms make easiest to measure and optimise. Clicks. CPCs. Conversion rates. CPA. ROAS. All useful, but none of them tell the whole story of whether advertising is genuinely helping a business move forward.
Precisionly was created to approach things differently.
To start with the business outcome, understand what really drives it and work backwards from there. That means questioning assumptions, challenging recommendations when the evidence doesn’t support them and being prepared to make a different decision from everyone else.
Because the question isn’t simply “How can we improve the campaign?”
It’s “What is the right decision for the business?”
It’s easy for paid media to become focused on the things platforms make easiest to measure and optimise. Clicks. CPCs. Conversion rates. CPA. ROAS. All useful, but none of them tell the whole story of whether advertising is genuinely helping a business move forward.
Precisionly was created to approach things differently.
To start with the business outcome, understand what really drives it and work backwards from there. That means questioning assumptions, challenging recommendations when the evidence doesn’t support them and being prepared to make a different decision from everyone else.
Because the question isn’t simply “How can we improve the campaign?”
It’s “What is the right decision for the business?”
Dez Calton
Founder of Precisionly
“Would we still make this decision if nobody else was doing it?”
It’s a simple question that keeps decisions grounded in evidence, business objectives and what actually works, rather than simply following the norm. .
It’s a simple question that keeps decisions grounded in evidence, business objectives and what actually works, rather than simply following the norm. .
How Precisionly Thinks
The principles that guide how we approach paid media, make decisions and work with businesses.
Every Pound Must Earn Its Place
Spend should have a purpose. Investment is judged by the value it creates, not simply whether a platform can spend the budget.
Spend should have a purpose. Investment is judged by the value it creates, not simply whether a platform can spend the budget.
Show The Why
Good consultancy shouldn’t leave you dependent on the consultant. Recommendations should be understandable, transparent and supported by reasoning.
Good consultancy shouldn’t leave you dependent on the consultant. Recommendations should be understandable, transparent and supported by reasoning.
Relevance Wins, Every Time
The strongest paid media connects the right audience, message and offer rather than relying on reach or automation alone.
The strongest paid media connects the right audience, message and offer rather than relying on reach or automation alone.
Automation With Oversight
Automation can create enormous value but it still needs direction, context and human judgement.
Automation can create enormous value but it still needs direction, context and human judgement.
Prioritise Commercial Outcomes
Clicks, conversions and platform metrics are useful signals. They’re not the goal. Decisions should ultimately improve business performance.
Clicks, conversions and platform metrics are useful signals. They’re not the goal. Decisions should ultimately improve business performance.
Challenge Assumptions
Best practice, platform recommendations and accepted wisdom are starting points, not answers. Ask whether the evidence actually supports the decision.
Best practice, platform recommendations and accepted wisdom are starting points, not answers. Ask whether the evidence actually supports the decision.
What Working With Precisionly Is Like
A straightforward, senior-level relationship built around better decisions, clear reasoning and your commercial objectives.
01 — Senior expertise, without the agency layers
You work directly with the person responsible for the thinking, recommendations and results. There are no account-management layers between your business and the person making decisions about your paid media.
02 — Advice you can understand and challenge
Recommendations come with the reasoning behind them. You should understand what is being changed, why it matters and what we expect it to achieve.
03 — Your business comes before the platform
Success isn’t defined by improving a dashboard metric. Paid media decisions are made in the context of your margins, customer value, capacity, growth ambitions and wider commercial objectives.
04 — A partner, not a dependency
Whether Precisionly is managing campaigns, consulting or supporting an internal team, the aim is to strengthen your decision-making and capability, not make your business permanently dependent on an outside specialist.
You work directly with the person responsible for the thinking, recommendations and results. There are no account-management layers between your business and the person making decisions about your paid media.
02 — Advice you can understand and challenge
Recommendations come with the reasoning behind them. You should understand what is being changed, why it matters and what we expect it to achieve.
03 — Your business comes before the platform
Success isn’t defined by improving a dashboard metric. Paid media decisions are made in the context of your margins, customer value, capacity, growth ambitions and wider commercial objectives.
04 — A partner, not a dependency
Whether Precisionly is managing campaigns, consulting or supporting an internal team, the aim is to strengthen your decision-making and capability, not make your business permanently dependent on an outside specialist.
For almost a decade, Dez led and scaled paid media for Adrian Flux Insurance and its associated brands before going on to build and grow digital agency Optimyzd from the ground up as Managing Director.
Across his career, Dez has managed or overseen more than £42 million in paid media investment and shared his experience at Hero Conf, BrightonSEO, PPC Live and Paid Search Association and more. Precisionly brings that experience together with a clear focus on commercial outcomes, independent thinking and better paid media decisions.
15+ Years Experience | £42m+ Managed | Agency Leadership | Industry Speaker
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