Growth Strategy & Analytics
Measurement setup, baseline definition and opportunity prioritisation — the practice that makes every other one accountable for its results.
The problem
Most growth programmes cannot answer whether they worked. Tracking was set up after the fact, no baseline was recorded, and the reporting measures activity because activity is what was instrumented.
How we work
Record the baseline before anything changes. Define what each channel is accountable for and over what window. Instrument conversion tracking that does not depend on the platform being judged. Then prioritise by expected effect and report against the expectation that was written down in advance.
The baseline cannot be recreated
The measurement taken before the work starts is the only one that cannot be reconstructed afterwards. It is the first deliverable for that reason.