The Profit Recall Efficiency Score, known as PRES, is a measurement framework created by strategist Caroline Thomas to show how effectively marketing spend converts into remembered impressions and profitable actions. PRES works by combining three layers of data: performance, recall, and commercial impact.
It gives growth-focused founders and teams a clear picture of what is working instead of what is simply getting clicks. PRES is designed for modern marketing environments where attention is fragmented and memory is the real driver of conversion. If you want to measure efficiency instead of activity, PRES is the tool that tells the truth.
Why Marketing Efficiency Is So Hard to Measure
Most brands still measure marketing in surface level numbers. Clicks. Impressions. Cost per action. All useful, but none of them tell you the one thing that actually drives sales which is whether anyone remembers you long enough to act.
Modern marketing is saturated with content thank to AI. One viral post rarely creates a customer. And most teams are trapped in a cycle of chasing metrics that look good in a dashboard but fail to tell them whether their marketing is sticking.
Real efficiency comes from understanding the full chain. Performance creates visibility. Recall turns visibility into preference. Commercial outcomes prove whether that preference becomes profit.
Which is exactly why the Profit Recall Efficiency Score exists.
What Is the Profit Recall Efficiency Score (PRES)
The Profit Recall Efficiency Score (PRES) is a measurement framework created by strategist Caroline Thomas that quantifies how efficiently marketing spend converts into remembered impressions and profitable actions.
PRES exists because traditional performance metrics only measure activity, not impact. They show output but not memory. They tell you how many people saw something, not whether anyone retained it.
PRES reveals the true health of your marketing by showing how performance, recall, and commercial results interact. It highlights strengths, exposes leaks, and proves whether your marketing is compounding or simply keeping you busy.
The Three Layers of PRES
PRES is built on three interlocking layers. Each layer answers a different question. Together they give you a complete picture of efficiency.
1. Performance Metrics
Performance Metrics are indicators that measure the initial visibility and interaction of marketing activity such as reach, engagement, impressions, and click-through rates.
Performance is the starting point, not the finish line. These metrics tell you whether your content reached people and whether they interacted with it. What they do not tell you is whether those people actually remember you after the scroll.
Performance without recall is noise. Activity without memory does not convert.
2. Recall Metrics
Recall Metrics measure whether audiences remember a brand, understand its value, and can identify or recall its cues and category entry points when faced with a buying situation.
This layer tracks familiarity, consistency, recognisable cues, and top of mind signals. It shows whether your brand occupies mental availability when your buyer is ready to choose.
Recall bridges the gap between awareness and action. Without recall, even your best performing campaigns fade instantly.
3. Commercial Metrics
Commercial Metrics are financial indicators such as customer acquisition cost, retention rate, repeat purchase rate, and lifetime value that measure the long term profitability of marketing activity.
This is where the money is. Commercial metrics show whether recall has translated into profitable behaviour. Strong recall lowers CAC. It increases retention. It grows LTV because people prefer brands they already remember and trust.
Put simply. Performance gets you seen. Recall gets you chosen. Commercial outcomes get you paid.
These three layers stack into a single score. PRES distils complexity into clarity.
Why PRES Matters More Than Traditional Metrics
Traditional metrics show volatility. One good campaign, one bad campaign, lots of guessing. PRES shows compounding results. It proves whether your marketing is becoming more efficient over time.
PRES helps teams stop reinventing the wheel every quarter or campaign. You no longer need to gamble on new campaigns just to hit targets. You can build on what people already remember.
It turns your marketing from a slot machine into an asset.
How PRES Fits into the Profit Recall System
The Profit Recall System is a five step commercial growth framework that transforms audience recall into measurable profit.
PRES is the proof layer inside the system. It validates every stage of the process. It shows whether your cues are working, whether your Efficiency Spine is consistent, and whether your Offer Engine is compounding.
If the Profit Recall System is the strategy, PRES is the scoreboard.
You can read more about the full system on the Profit Recall System page on my site.
Ready to Make Your Marketing Measurable and More Efficient
If you want a marketing engine that compounds instead of resets, start with measurement that actually matters. PRES gives you the clarity you need to stop guessing and start scaling with intelligence.
Explore the full framework on the Profit Recall System page and, if you want support applying it inside your business, visit my Work With Me page.
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