A validation layer between measurement and decision.

Proofseal reviews the data, methods, assumptions and validation evidence behind marketing measurement results, so teams can understand what the evidence currently supports and where the limitations remain.

View verdict examples →How it works

Transparent interests: relationships that could affect a verdict are disclosed
Traceable verdicts: method, evidence and version on record
Uncertainty is not hidden: when evidence falls short, we say so

How validation works

Four steps, each with methods and evidence you can inspect.

1
Data checks
Check data length, completeness and channel correlation, and state which analyses the data can currently support.
2
Measurement
Estimate the effect of each channel, with uncertainty intervals on every estimate.
3
Validation
Test the model on simulated data with known answers: do its claimed intervals match the actual hit rate?
4
Verdict
Form a verdict from the available evidence, with reasons and limitations. The final decision stays with your team.

What the evidence supports

Each decision claim receives one verdict, with reasons and provenance.

✓

Supported

Under the current data, methods and assumptions, the available evidence supports this claim.

Conditional

The evidence provides some support, but important limitations need to be considered alongside it.

More evidence needed

The available evidence is not yet sufficient to support this claim. The system points out the main gaps.

Origin

A question that started with a thesis

Proofseal began as a prototype I built for my thesis research in the Master of Science in Decision Making and Applied Analytics at Minerva University. From evidence-based decision making, statistical modeling and formal reasoning to the marketing measurement questions of daily work at CloudAD and the complex operational decisions at plantārium, I kept running into the same question: once a measurement result has been computed, how far does its evidence actually reach? Proofseal starts from that question.

Read the origin of Proofseal →

The path of instruments

Before statistics existed, people measured the world with instruments: a plumb line, a gnomon, a carved seal. This is our brand story. Each station is an old instrument matched to one stage of the product.

Connect data
Core sample
drilling up the strata that time laid down
Data checks
Plumb line
before you model, drop a true vertical
Measurement
Gnomon
when you cannot measure the sun, measure the shadow's end
Validation
Armillary sphere
check the model against the sky; when it drifts, fix the calendar
Verdict
Seal
only a verified conclusion earns this stamp