Frequently asked questions
Donut Analytics is a marketing and analytics company in Orlando, Florida. We plan and buy marketing across every channel, then measure what it actually moves. Here are straight answers to the questions people ask us most.
About Donut Analytics
What is Donut Analytics?
Donut Analytics is a marketing and analytics company founded in 2022 in Orlando, Florida. We plan and buy marketing across every channel, online and off, and build the analytics that show real ROI. Powered by humans and AI.
Where is Donut Analytics based?
Orlando, Florida. We work with teams everywhere.
Who do you work with?
Brands that want to know what their marketing actually moves. The industries we serve include theme parks, retail, travel, food and beverage, government, healthcare and technology. Our public case studies are a luxury resort and theme park launch and a Florida retailer. We keep client names private. See Results.
Who will work on my account?
A small, senior team with 25+ years of combined marketing and analytics experience. We use AI to move faster and a person to make the calls. More on our About page.
Services and pricing
What services does Donut offer?
Marketing: search, social, video, TV, audio, out of home and print, and integrated strategy and buying. Analytics: measurement, dashboards, testing and AI-assisted insights. Build: custom sites, AI agents and data systems through Donut Code. See all services.
Do you run ads, or only measure them?
Both. We plan, buy and run media across every channel, from search and social to national TV, streaming, out of home, audio and print, and we build the measurement that shows what each channel adds.
Which channels do you buy?
Paid search, ChatGPT ads, paid social, online video, display and programmatic, linear TV and broadcast, OTT and connected TV, streaming and radio, podcasts, billboards and out of home, digital out of home, print, and direct mail.
How much does Donut cost?
It depends on the work: which channels, how much data, and what you want to measure. We don't publish packages. Email hello@donutanalytics.com and we'll talk it through.
Measurement
How does your media mix model work?
We build media mix models with Google's open-source Meridian. The model measures advertising against all sales, in store and online, separates out what would have happened anyway, and estimates where the next dollar earns the most. For our retail client we refresh it every month. More in what is a media mix model.
How much data do you need for a media mix model?
Weekly sales, weekly spend by channel, and a calendar of promotions and other events. As a rule of thumb, two or more years of weekly history is a common starting point. With less, the estimates get less certain.
Can you measure marketing for a business that sells mostly in stores?
Yes. For a Florida retailer that makes most of its sales in stores, our media mix model credits $10M+ a year in incremental revenue to its digital advertising. See how we measure in-store businesses.
How do you report results?
We say exactly what each number is. Model figures are model estimates, not holdout tests, and we publish the caveats next to them. Brand lift results come from studies with a control group. Every number on Results has its source.
AI, jelly and Donut Code
How does Donut use AI?
We use AI to move faster and a person to make the calls. That covers AI-assisted analysis, the agents we build on Claude and OpenAI, and jelly, our AI ad manager. With jelly, nothing spends until a person approves it.
What is jelly?
jelly is our AI ad manager. Describe a campaign and jelly builds it across Meta and Google in seconds, then reports on it and watches the spend, all paused for your sign-off. Access is provisioned, with no public signup. See jelly.
What is Donut Code?
Donut Code is our build and engineering practice. We design and ship custom websites, AI agents and intelligence systems, the same team that built jelly. We ship in weeks, and you own all of it. See Donut Code.
How do I get started?
Email hello@donutanalytics.com or call (407) 394-9720. Tell us what you sell and where you advertise today, and we'll set up a short call. More on the contact page.
Keep reading
- ResultsTwo brands, by the numbersA luxury resort launch and a retailer's media mix model, with how each was measured.
- LearnMarketing measurement, in plain EnglishShort guides to media mix models, incrementality, streaming TV and in-store sales.
- ServiceMeasurement and attributionClean tracking, attribution, testing and dashboards that tie every channel back to revenue.