Where the
work
happens
The_practice
One page every Monday, misses first
| Channel | What_moved | What_we_did | Next |
|---|---|---|---|
| Landing_pages | Form completion up on the new layout | Shipped the mobile fix | Roll out to two more pages |
| Analytics | Attribution gap closed | Reconciled the pixel with the CRM | Add offline conversions |
| Retention | Second-order rate steady | Rebuilt the post-purchase flow | Read it again in two weeks |
| Email_SMS | Open rate steady, click rate down | Trimmed the welcome flow to four steps | Test a shorter subject |
| Creative | Two of six statics fatigued | Cut them, briefed replacements | Ship replacements Thursday |
Four disciplines
| Discipline | Covers | Ref |
|---|---|---|
| Creative production | Email, landing page and ad creative made at cadence | 01 |
| Content strategy | Fewer pieces, each with a job to do | 02 |
| Paid media | Spend shaped by contribution margin, not by reach | 03 |
| Lifecycle email and SMS | The programmes that carry revenue between campaigns | 04 |
SCOPE > INSTRUMENT > RUN > REVIEW
- 01Scope
- 02Instrument
- 03Run
- 04Review
What you get,
and when
Predictable, structured reporting on a fixed clock. From daily alerts to the one number we review each quarter.
Alerts only
Immediate notice on anomalies and spend spikes. Silence means nothing broke.
One-page read
Consolidated snapshot of channel movement and what we did about it.
Experiment record
Every hypothesis we ran, whether it was kept or cut, and what it taught us.
The one number
Strategic review on the single figure agreed in week one.
Tools we operate, by category
Analytics
01Data collection and measurement. Performance tracking.
Ad_platforms
02Media buying and management. Audience targeting.
Attribution
03Cross-channel impact. Journey modelling.
Search
04Index health, queries, page briefs.
Reporting
05Custom dashboards. Insight generation.
CRO_testing
06A/B experimentation. User behaviour analysis.
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.
- Tests run a few at a timeEnough to read each one honestly, with the tracking checked before the first one starts.
- The person you spoke to does the workThe same people from the first read to the last, and the reasoning behind every decision in writing.
- Everything stays in your accountsData, builds and documentation live in your own platforms, written down as we go.
Asked
often.
Answers to the questions we get asked before a first read. Anything else is answered the same day.
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.
How do you price?
By scope, agreed up front. No percentage of spend, because it pays us to spend more.
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.
Can you work with our current platform?
Almost certainly. Platform migrations are a last resort, not an opening move.
How quickly does this start showing up?
Measurement changes land in the first fortnight. Programme changes take a quarter to read honestly, and anyone promising faster is reading noise.