The Holy Grail of
Performance Marketing
R = H · E²
inspired by Einstein's E = mc²
Results = High Intent × Engagement × Exposure
The Three Multipliers
H
High Intent
Right audience
Right platform
Right moment
E
Engagement
Compelling content
Stops the scroll
Drives action
E
Exposure
Time & frequency
Reach & repetition
Multi-platform reach
×
Why it multiplies — not adds
Any factor at zero collapses R to zero. Great content shown to the wrong audience at zero frequency = zero results. Every single variable must fire. This is why most campaigns underperform — they optimise one variable and neglect the others.
Interactive Score Calculator — max 1,000
High Intent
Right audience, right platform
10
Engagement
Content quality, scroll-stopping
10
Exposure
Reach, frequency, remarketing
10
1000
/ 1000
Perfect execution
10 × 10 × 10 = 1000
High Intent: 10 / 10 × Engagement: 10 / 10 × Exposure: 10 / 10 = 1000 pts
Scenario Examples — Click to Load
Diagnosing Poor Results
Gap 01
Audience Miss
You're paying to reach people who don't care. Demographics aren't intent. If they're not in a buying mindset, no amount of spend will save you.
Gap 02
Engagement Gap
Right audience, wrong message. If your content doesn't stop the scroll and speak to where they are in their journey, you're invisible — regardless of your budget.
Gap 03
Exposure Gap
Your audience saw it once and forgot you. Or saw it twenty times and tuned you out. The right exposure hits the right person, the right number of times, across the right channels — that's what drives recall and action.
The Exposure Unlock
Capture intent anywhere. Amplify it everywhere.
Wherever a high-intent signal is captured — search, social, a blog, a landing page — that audience can be remarketed to across every other platform, and back on the same one. One intent signal, multiplied across channels and repeated over time. This is how you turn an Exposure score of 2 into a 9, without needing to find new audiences from scratch.
Capture intent (anywhere) → Remarket on Google → Meta → TikTok → YouTube → Same platform again
R = H · E²
Your Performance Marketing Framework