Data & measurement
Acquisition, conversion or retention: how to find where your problem is
Before raising ad spend, confirm whether the problem is acquisition, conversion or retention. Three simple numbers separate the three.
Articles
Retention & lifecycle
The second purchase: the metric missing from a new ecommerce report
In a new ecommerce store the first sale is bought by the algorithm. The second sale shows whether the business works without paying for the same customer twice.
Retention & lifecycle
Airline messaging: what changes before and after the flight
For airlines and travel brands, the same message before and after a flight loses relevance. How to automate communication by trip stage.
Paid media
Interest-free installments: why order value rises without a better campaign
In Argentina, more interest-free installments tend to inflate average order value. How to separate that financing effect from a campaign real performance.
Paid media
Marketing on payday in Mexico: what changes every 15 days
In Mexico, spending power concentrates on payday. How to align ad spend and lifecycle messaging to that biweekly cycle, instead of spreading it evenly.
Data & measurement
LTV with high inflation: the number that grows even when customers do not spend more
In Argentina, LTV in local currency rises on its own, carried by prices. How to separate real customer value from inflation noise, cohort by cohort.
Data & measurement
Attribution models: why last click is lying to you
Last click gives all the credit to the channel that closes and none to the one that created the demand. What each model rewards and which one fits your decision.
Retention & lifecycle
Fintech onboarding: where users drop off before the first payment
The steepest fintech onboarding drop-off happens in the hours right after signup, before the first funded deposit. How to track that decay curve and act on it.
Retention & lifecycle
Customer retention: the three-stage framework we use
Retention does not get fixed with a reactivation campaign. It gets fixed by placing every customer in their lifecycle stage and measuring where the base stops leaking.
AI & automation
Answer engine optimization: how to get AI to cite your brand
Classic SEO competes for the ranking. AEO competes for the citation. What changes when search answers instead of listing links, and the five things that actually move it.