3 min read
Measure what changed, not what the platform claimed
A practical test plan for retail media, email, and creative: distinguish attributed orders from additional demand, change one thing, and measure contribution.
Insights / Growth decisions
Better questions. Better growth.
Practical analysis of Amazon growth, contribution, inventory, acquisition, and conversion. Real reporting snapshots, clear limits, and a decision you can use — not another trend list.
3 min read
Your Amazon advertising team needs an inventory view
Connect product-level stock, replenishment, and delivery with Amazon PPC decisions. A practical operating review built around campaign economics and availability.
3 min read
Three checks before approving a Q4 promotion
Contribution, inventory cover, and product facts should meet in the same offer review. A real bedding-company snapshot shows why discount depth is the wrong starting point.
3 min read
ACoS, TACoS, and the decision to scale
An account can show a 3.08 ROAS and still need a profit review. How I use advertising ratios without letting them make the budget decision for me.
3 min read
Before buying more Amazon traffic, check the delivery promise
Three products, very different conversion rates, and no reason to assume advertising is the only problem. A practical audit of offer readiness before scaling traffic.
3 min read
Better order economics before more traffic
A bigger basket is not necessarily a better order. How I evaluate upsells, discounts, and acquisition cost against contribution rather than headline revenue.
3 min read
A growth signal is not a budget decision
More demand does not automatically justify more spend. My framework for turning market signals into bounded, contribution-led growth decisions.
3 min read
Build a chatbot that moves the conversation forward
Qualification, routing, useful answers, and a real human handoff. My approach to sales chatbots starts with the customer journey, not the technology.
3 min read
How many pages does your website actually need?
Build pages around customer questions and distinct decisions, not a page-count target. A practical framework for service sites, content audits, and manageable growth.