Commerce OS: the acquisition-to-LTV operation

Field notes, frameworks, and teardowns scoped to DTC and e-commerce operators compounding acquisition into customer lifetime value.

3 entries

Measurement Truth

6 min read

Last-click is lying to you

How last-click attribution inflates retargeting ROAS and under-credits prospecting. A worked example (illustrative, not client data) plus a 3-step sanity check.

Creative Engineering

7 min read

Creative iteration velocity: the one KPI that matters

The metric that predicts long-term ad performance: how many creative variants you test per week per ad set, and why most teams are running blind.

Operating System

5 min read

The agency labor-cost trap, and why AI inverts it

Traditional agencies are priced like software but built on labor. AI changes the cost structure by an order of magnitude. And the math compounds over time.

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