Free tool · 4 minutes · Demand Dependency Map

How dependent is your growth on demand you do not own?

Most growth problems described as “paid media is getting more expensive” are really dependency problems. This module maps how much demand appears to be owned, rented or already earned — and where a single source carries too much of the business.

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Which best describes the business?

This changes the questions and the way the read is constructed. Nothing else.

What this gives you

  • An owned, rented and existing-customer split of demand, built from your own figures
  • Concentration risk on your single largest channel or lead source
  • A branded-demand read, where you can supply it
  • The commercial questions we would ask before changing budget

How the read is built

  • You supply revenue and a small number of shares: paid contribution, existing-customer contribution and your largest single source. Every output is calculated from those inputs alone.
  • Owned and earned demand is treated as a residual: what is left once paid contribution and existing-customer contribution are removed. That is deliberately conservative and clearly labelled as a proxy.
  • Status language is the same we use in a Growth Diagnostic: Resilient, Competitive, Watch, Potential constraint, High priority.

What it cannot tell you

  • Platform-reported paid shares usually overstate paid contribution, so paid dependency here should be read as an upper bound on reported influence, not proven causality.
  • This module does not run attribution modelling and does not claim any channel caused any revenue.
  • No industry benchmark is applied. Every reading comes from the numbers you supplied.

Demand — common questions

Is this an attribution model?
No. It uses the shares you already report to describe structure and dependency. Attribution asks which touchpoint deserves credit; this asks how exposed the business would be if one source changed.
What if I do not know my branded search share?
Leave it blank. The module still reads paid dependency, existing-customer contribution and concentration, and will tell you that the branded read is unavailable rather than guessing.
What happens after the result?
You get the read on screen immediately. If you want it written up, you can request a report, and we usually follow with the two or three questions a Growth Diagnostic would test properly.

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