Original commentary on e-commerce analytics, AI, attribution, and growth strategy. Our perspective on the trends shaping online retail.
With cookie deprecation reshaping the tracking landscape, first-party attribution models are more critical than ever. Here's how to adapt your measurement strategy without losing visibility into what drives revenue.
Voice AI has reached a tipping point. We explore how combining real-time speech recognition with large language models creates support experiences that rival human agents — at a fraction of the cost.
Shopify gives you surface-level metrics. But understanding which campaigns generate profit (not just revenue) requires stitching together data that Shopify doesn't surface. Here's what to look for.
From misconfigured UTM parameters to over-attributed organic traffic, revenue leaks silently drain your marketing budget. We break down the five most common culprits and how to detect them.
GA4 is powerful for general web analytics but falls short for e-commerce-specific needs. Sampled data, last-click bias, and limited profit tracking mean you're making decisions on incomplete information.
Everyone says "collect first-party data" — but few explain how to turn that data into actionable marketing decisions. We walk through a practical framework for e-commerce brands of any size.
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