The_practice
One page every Monday, misses first
| Channel | What_moved | What_we_did | Next |
|---|---|---|---|
| Paid_social | Cost per lead held flat | Retired the weakest three creatives | Launch two more |
| Analytics | Attribution gap closed | Reconciled the pixel with the CRM | Add offline conversions |
| Landing_pages | Form completion up on the new layout | Shipped the mobile fix | Roll out to two more pages |
| Email_SMS | Open rate steady, click rate down | Trimmed the welcome flow to four steps | Test a shorter subject |
| Search | Two new pages entered the top ten | Rewrote the intent brief for both | Expand the cluster |
Six disciplines
| Discipline | Covers | Ref |
|---|---|---|
| Paid media | Spend shaped by contribution margin, not by reach | 01 |
| Retention strategy | Segmentation, cadence and offers built around repeat purchase | 02 |
| Conversion rate work | Research first, then fewer and better tests | 03 |
| Creative production | Email, landing page and ad creative made at cadence | 04 |
| Analytics and attribution | Tracking you can defend in a board meeting | 05 |
| Marketplace growth | Catalogue, content and ads on the channels that pay | 06 |
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.
Tools we operate, by category
Email_SMS
01Direct messaging campaigns. Automation flows.
Analytics
02Data collection and measurement. Performance tracking.
Reporting
03Custom dashboards. Insight generation.
Ad_platforms
04Media buying and management. Audience targeting.
Search
05Index health, queries, page briefs.
CRO_testing
06A/B experimentation. User behaviour analysis.
How the
work is
set up
- Tests run a few at a timeEnough to read each one honestly, with the tracking checked before the first one starts.
- The current setup is kept when it worksA migration happens when the evidence asks for it and is billed as its own job.
- Everything stays in your accountsData, builds and documentation live in your own platforms, written down as we go.
- 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.
Asked
often.
Answers to the questions we get asked before a first read. Anything else is answered the same day.
Who actually does the work?
The person you spoke to. There is no handover to a junior team.
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.
How do you price?
By scope, agreed up front. No percentage of spend, because it pays us to spend more.
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.
Can you work with our current platform?
Almost certainly. Platform migrations are a last resort, not an opening move.