Analytics

Article 2 min How do you know which marketing channel is working? By turning one off. Attribution reports credit the last click and flatter whichever channel spends most; the only clean test is spending nothing there… Read

Article 2 min Do influencer campaigns actually work? They work when the audience is genuinely interested in the category and fail when the audience is only interested in the person. Read

Article 2 min How do you reduce support tickets? By answering the question on the page where it is asked. Read the last hundred tickets, count the repeats, and put each answer where… Read

Article 2 min Where should a small store spend its first marketing budget? On finding out whether anybody wants the product, at the smallest scale that gives an answer. Not on brand, not on reach — on… Read

Article 2 min Is paid advertising still worth it for ecommerce? Worth it as an accelerator, ruinous as a foundation. Advertising into a business with repeat customers compounds; advertising into one without them is a… Read

Article 2 min Email or push notifications — which performs better? Push wins on immediacy and email wins on depth. A push notification is seen within minutes and holds a sentence; an email is seen… Read

Article 2 min How much should a store spend on marketing? Whatever keeps acquisition cost below a third of lifetime gross profit. Percentage-of-revenue rules are guesses; this one is derived from your own numbers. Read

Article 2 min Why do ads stop working when you spend more? Because the cheapest audience is spent first. The first budget reaches people most likely to buy; scaling reaches people progressively less likely, at the… Read

Article 2 min How do you build an owned audience? Ask at the moment of highest trust, which is the order. An email address, a notification permission or an app install requested at checkout… Read

Article 2 min What is a reasonable cost per customer? Below a third of the gross profit that customer will produce over time. In absolute terms it varies enormously — what does not vary… Read