The numbers
first, misses
listed

One number per quarter, read weekly, misses listed first.

Disciplines4
Engagements5
Review_cycle2W
First_read5D
Weekly_read (wk 01-13)WK 01WK 02WK 03WK 04WK 05WK 06WK 07WK 08WK 09WK 10WK 11WK 12WK 13— One metric, agreed in week one

Where the
work
happens

share of hours in a typical engagement
Analytics_attribution
25%
Conversion_rate_work
21%
Paid_media
17%
Marketplace_growth
17%
Search
10%
Social
10%

The_practice

4Disciplines
5Engagements
2WReview_cycle
5DFirst_read

One page every Monday, misses first

Week: 11Status: on_trackMisses: 3Read_time: 5 min
ChannelWhat_movedWhat_we_didNext
RetentionSecond-order rate steadyRebuilt the post-purchase flowRead it again in two weeks
SearchTwo new pages entered the top tenRewrote the intent brief for bothExpand the cluster
Landing_pagesForm completion up on the new layoutShipped the mobile fixRoll out to two more pages
AnalyticsAttribution gap closedReconciled the pixel with the CRMAdd offline conversions
Email_SMSOpen rate steady, click rate downTrimmed the welcome flow to four stepsTest a shorter subject
Misses listed first   //   No deck, no call required   //   Questions answered same day

Four disciplines

DisciplineCoversRef
Analytics and attributionTracking you can defend in a board meeting01
Conversion rate workResearch first, then fewer and better tests02
Paid mediaSpend shaped by contribution margin, not by reach03
Marketplace growthCatalogue, content and ads on the channels that pay04
Scope set in the first read, revisited every four weeks

What you get,
and when

Predictable, structured reporting on a fixed clock. From daily alerts to the one number we review each quarter.

Daily

Alerts only

Immediate notice on anomalies and spend spikes. Silence means nothing broke.

ALERT
Weekly

One-page read

Consolidated snapshot of channel movement and what we did about it.

Analytics_attribution25%Conversion_rate_work21%Paid_media17%
Monthly

Experiment record

Every hypothesis we ran, whether it was kept or cut, and what it taught us.

HypothesisStatusLearningHypothesis ACUTVideo in the first emailHypothesis BCUTBroader audienceHypothesis CCUTDiscount in the welcome flow
Quarterly

The one number

Strategic review on the single figure agreed in week one.

1 numberAgreed in week one

Tools we operate, by category

CRO_testing

01

A/B experimentation. User behaviour analysis.

CONTROLVARIANT

Attribution

02

Cross-channel impact. Journey modelling.

Email_SMS

03

Direct messaging campaigns. Automation flows.

Landing_pages

04

Design, build, test. Shipped weekly.

DAILYWEEKLYMONTHLY

Search

05

Index health, queries, page briefs.

Reporting

06

Custom dashboards. Insight generation.

DAILYWEEKLYMONTHLY

How the
work is
set up

  • The current setup is kept when it worksA migration happens when the evidence asks for it and is billed as its own job.
  • One number a quarterThe number that matters this quarter is agreed in week one and reported against every Monday, misses first.
  • Short jobs are sold as short jobsA six-week piece of work is quoted as six weeks; a retainer is offered only when the work is ongoing.
  • A written read every MondayOne page: what moved, what did not, and what changes this week.

Asked
often.

Answers to the questions we get asked before a first read. Anything else is answered the same day.

Can you work with our current platform?

Almost certainly. Platform migrations are a last resort, not an opening move.

What do you need from us to start?

Read access to the data, the sending platform and the store. Nothing else until we have looked.

What if the audit says we do not need you?

Then it says that. It happens often enough that we would rather find out in week two than month six.

Do you work with our existing team?

Usually. Most of the useful work is unblocking people who already know what to do.

How do you price?

By scope, agreed up front. No percentage of spend, because it pays us to spend more.

Let's see the numbers

Read access and one question. You get an honest answer either way.