01 / CUSTOMER BEHAVIOR
Give every cohort the same chance.
A recent customer has had less time to place a second order. Compare cohorts with the same completed observation window before interpreting a falling repeat rate.
Compare equal windows.05 / FIELD NOTES
Read between the numbers.
Short, practical notes for asking better questions about growth, customers and acquisition.
+02 / SALES
Revenue is the opening question.
A sales increase can come from more orders, a change in order value or a different product mix. Examine those components before calling the change a trend.
Look beyond the total.03 / PAID MEDIA
Spending is not attribution.
Ad spend describes an input. It does not establish which orders a campaign caused. Keep unassigned orders visible and inspect measurement coverage.
Keep unknowns visible.04 / AI ANALYSIS
A useful answer shows its work.
Look for a source, an observation window and supporting figures. A strong interpretation distinguishes what happened from what might explain it.
Evidence before confidence.YOUR NEXT CHAPTER / CONNECTED