When I open a new brand’s dashboard for the first time, the first metric I look at isn’t AOV or conversion rate or anything related to the current month. It’s…

A client showed me a slide last quarter that had their company-wide LTV:CAC ratio at 3.2. Healthy. They were thinking about increasing paid spend and wanted my read. I asked…

I worked with a brand last year that ran four promotions a year. Memorial Day, Labor Day, Black Friday, and a small post-holiday sale in January. Their full-price sell-through was…

A friend who runs a beauty brand asked me last month whether she should be investing more in SMS. Her email list was performing well. Her SMS list was smaller…

Most ecommerce brands I look at have somewhere between 8 and 15 flows running in Klaviyo. Three of them produce 80% of the revenue. The rest are ambient noise that…

Last spring I did something I had been putting off for two years. I opened my Shopify billing settings and added up what I was paying every month for apps.…

I had a client last year whose Meta ads looked like they were dying. Last-click revenue was down 40% year over year. The CMO was ready to cut spend in…

I have visibility into channel performance across a few dozen ecommerce stores, ranging from sub-$1M brands to ones doing eight-figure quarterly revenue. Different verticals, different price points, different customer bases.…

Most operators I know spend Monday morning staring at clicks, CPA, and ROAS. The dashboard is built for front-end metrics. The decisions get made off front-end metrics. Then someone asks…

Most bundling decisions start with someone in marketing or merchandising looking at the catalog and saying “these would go well together.” Sometimes they’re right. Often they’re not, and the bundle…