Agree the number first
The outcome and the baseline are fixed before spend. Afterwards there is a fact to point at instead of two interpretations.
The company · HE 497274
About KAELITH LTD
A Cyprus company that sets the measurement before the campaign — and holds participations alongside the operating work.
01 — Our story
Why we set the number first
The uncomfortable truth about marketing is that most of it is never actually evaluated.
Budget is committed, activity happens, revenue moves for a dozen reasons, and afterwards everyone interprets the same figures in the direction of their own interest. The agency finds the campaign worked. The finance director finds it did not. Neither can be disproved, because nobody agreed in advance what would count as an answer.
KAELITH sets that first. The outcome is defined, the tracking is built to work within consent rather than around it, and a baseline period is measured before any budget moves. Only then does the campaign start.
It slows the beginning of an engagement by a few weeks and removes almost all of the arguments from the end of it. It also means we occasionally have to report that something did not work, which is the price of the arrangement being worth anything at all.
- Registered EU company — Republic of Cyprus
- Measurement agreed before any budget is committed
- Registration details published, not hidden
Company
KAELITH LTDPrivate limited company, Republic of Cyprus
Reg. number
HE 497274Department of Registrar of Companies
Registered office
Georgiou Karaiskaki 11-13Carisa Salonica, Office 102, 7560 Pervolia, Larnaca, Republic of Cyprus
Director
George ZouridesSole director
Activity
Brand, marketing & martechAlso holds participations
Languages
English & GermanCorrespondence and delivery
02 — What drives us
Three rules we actually apply
Values are cheap to write down. These are the ones that cost us something when we follow them.
No guarantees, no vanity metrics
Nobody can guarantee a market’s response. Impressions and reach are inputs, not results, and we do not report them as achievements.
Consent honestly handled
Tracking works within consent choices. Where coverage is partial, the report says so instead of quietly modelling the gap away.
03 — Leadership
The person behind the company
George Zourides is the director of KAELITH LTD and is accountable for what the company promises.
Setting the measurement before the spend is deliberately a commitment made by the same person who later has to present the number.
The working rule
Never start a campaign you would not be willing to have judged by a number agreed before it began.
Let’s talk
Spending on marketing without a number that settles the argument?
Tell us what you are trying to move and how you would currently know. The second question is usually the more revealing one.