Every engagement below started the same way: with arithmetic nobody had run yet. What changed afterward varied — sometimes we spent less, sometimes far more. What stayed constant was the method.
Geographic holdouts on paid social and Amazon DSP showed platform-reported returns were largely crediting demand that was arriving anyway.
Read the full case ->Channel strategy reconciled against a financial model, then cascaded into metrics each function owned.
Read the full case ->Tested lead sources through to closed business and found the one that consistently produced clients.
Read the full case ->Fixed the operator instead of killing the channel, then added two more. Revenue tripled in two years.
Read the full case ->Then a properly sized one made radio a primary channel and helped drive a $170M+ exit.
Read the full case ->The higher price produced the same expected initial revenue per visitor as the control — the conversion loss was real, and it was exactly offset by the higher price. Read carelessly, that is a tie. Read correctly, it was the answer: the increase cost nothing on new business, which meant it could be extended to the entire existing base — and there, applied to revenue already flowing, it was worth a great deal.
Read the full case ->Spend fell substantially, acquisition barely moved, and the difference funded a testing program.
Read the full case ->