Selected work
Growth marketing case studies with measurement context
Selected anonymised engagements documenting the business constraint, intervention, observed result, measurement method and limitations. These examples are evidence from specific projects, not promises of identical outcomes elsewhere.
What the work focuses on
- B2B SaaS acquisition economics and attribution
- E-commerce conversion optimisation
- Subscription retention and lifecycle recovery
Selected engagements
- B2B SaaS CAC Reduction Through Attribution Repair — How an attribution and channel-allocation audit reduced reported customer acquisition cost by 46% during a 90-day B2B SaaS engagement.
- E-commerce Checkout Conversion Optimisation — How a payment-step diagnosis and three sequential experiments increased checkout conversion from 1.8% to 2.85% over eight weeks.
- Subscription SaaS Retention and Lifecycle Recovery — How cohort analysis identified a day-seven onboarding constraint and helped D30 retention recover from 28% to 38% over 60 days.
Practical decision guide / Original editorial method
Read the constraint, not just the headline result
These three cases answer different business questions. Acquisition reporting, checkout completion and product retention have different units, windows and evidence requirements. Select the case closest to your decision, then read its measurement and limitations before transferring the idea.
For acquisition cost and reporting
The B2B SaaS case concerns tracking repair and budget allocation. Its reported CAC change combines operational and measurement changes; it is not a published randomised estimate of channel incrementality. Use it to ask how your spend, customer definitions and CRM outcomes are reconciled.
For purchase conversion
The e-commerce case concerns a payment-step constraint and sequential tests. Read the percentage-point change separately from the relative lift, and distinguish the reported revenue estimate from profit. Your traffic, costs, product and fulfilment conditions determine whether a similar investigation is relevant.
For activation and retention
The subscription SaaS case concerns onboarding and mature cohorts. It is not evidence of a consumer-app engagement. The transferable method is identifying a behaviour worth investigating, choosing an observation window and separating observed movement from a guaranteed causal result.
Apply it carefully
Before contacting a consultant, write down your metric definition, current evidence, business constraint and implementation capacity. “Our payment failure rate rose on one mobile journey” is more actionable than “we want the same 58% uplift.” The former starts an investigation; the latter assumes a result before establishing the cause.
Client identities and underlying raw datasets are not publicly disclosed. Additional statistical detail cannot be reconstructed from headline percentages. No new client work or private evidence has been invented to lengthen these pages.
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