Detingo — Evidence-led marketing

Where the
work
happens

share of hours in a typical engagement

Retention_strategy

29%

Brand_positioning

26%

Lifecycle_email_SMS

14%

Marketplace_growth

13%

Organic_search

10%

Conversion_rate_work

The_practice

6Disciplines

6Engagements

3WReview_cycle

10DFirst_read

One page every Monday, misses first

Week: 11Status: on_trackMisses: 2Read_time: 5 min

Channel	What_moved	What_we_did	Next
Search	Two new pages entered the top ten	Rewrote the intent brief for both	Expand the cluster
Retention	Second-order rate steady	Rebuilt the post-purchase flow	Read it again in two weeks
Email_SMS	Open rate steady, click rate down	Trimmed the welcome flow to four steps	Test a shorter subject
Analytics	Attribution gap closed	Reconciled the pixel with the CRM	Add offline conversions
Landing_pages	Form completion up on the new layout	Shipped the mobile fix	Roll out to two more pages

Misses listed first // No deck, no call required // Questions answered same day

Six disciplines

Discipline	Covers	Ref
Retention strategy	Segmentation, cadence and offers built around repeat purchase	01
Brand and positioning	The sentence a customer repeats to a friend	02
Lifecycle email and SMS	The programmes that carry revenue between campaigns	03
Marketplace growth	Catalogue, content and ads on the channels that pay	04
Organic search	Technical fixes and content that compounds	05
Conversion rate work	Research first, then fewer and better tests	06

Scope set in the first read, revisited every four weeks

SCOPE > INSTRUMENT > RUN > REVIEW

01Scope
02Instrument
03Run
04Review

What you get,
and when

Predictable, structured reporting on a fixed clock. From daily alerts to the one number we review each quarter.

Daily

Alerts only

Immediate notice on anomalies and spend spikes. Silence means nothing broke.

Weekly

One-page read

Consolidated snapshot of channel movement and what we did about it.

Monthly

Experiment record

Every hypothesis we ran, whether it was kept or cut, and what it taught us.

Quarterly

The one number

Strategic review on the single figure agreed in week one.

Tools we operate, by category

Analytics

Data collection and measurement. Performance tracking.

Reporting

Custom dashboards. Insight generation.

Ad_platforms

Media buying and management. Audience targeting.

Email_SMS

Direct messaging campaigns. Automation flows.

Attribution

Cross-channel impact. Journey modelling.

Search

Index health, queries, page briefs.

How the
work is
set up

Priced by scopeA fixed figure agreed before the work starts, so the fee stays the same whatever the media budget does.
Short jobs are sold as short jobsA six-week piece of work is quoted as six weeks; a retainer is offered only when the work is ongoing.
Tests run a few at a timeEnough to read each one honestly, with the tracking checked before the first one starts.
A written read every MondayOne page: what moved, what did not, and what changes this week.

Asked
often.

Answers to the questions we get asked before a first read. Anything else is answered the same day.

Can you work with our current platform?

Almost certainly. Platform migrations are a last resort, not an opening move.

Do you work with our existing team?

Usually. Most of the useful work is unblocking people who already know what to do.

What if the audit says we do not need you?

Then it says that. It happens often enough that we would rather find out in week two than month six.

Who actually does the work?

The person you spoke to. There is no handover to a junior team.

What do you need from us to start?

Read access to the data, the sending platform and the store. Nothing else until we have looked.

Let's see the numbers

Read access and one question. You get an honest answer either way.

Start_the_read

Where theworkhappens