Guides & reports
The operator's reference shelf.
Long-form, primary-sourced playbooks and reports on margin, demand, attribution and retention. The guides are open. The reports go deeper, with the data and math behind every claim, and unlock when you book a walkthrough.
Guides
Operator's manuals, free to read
The core methods, worked from first principles to a decision you can act on. No gate.
Margin
The Contribution Margin Playbook
Revenue tells you a business is busy. Contribution margin tells you whether it is worth running. The operator's guide to CM1, CM2 and CM3, the payback maths behind every acquisition dollar, and the one metric that ties marketing effort to durable profit.
Demand
The Weather Demand Modelling Guide
Weather is a measurable, forecastable demand signal you can read 30 to 45 days before it lands. This guide shows the maths, the published science, and the decisions it should change, framed for Australian seasons and the metric degree-day base.
Attribution
The Profit-Led Measurement Guide
Your ad platforms collectively claim more sales than your business actually made. This guide is the operator's manual for measuring what your marketing truly causes, denominated in profit rather than reported revenue, using the four standard methods and the maths that ties them together.
Retention
The Retention & LTV Guide
Most ecommerce customers buy once and disappear. The median DTC repeat rate is 18.8%. This guide is the operator's manual for the other 20%: how retention curves behave, how to fit them, what a second order is worth, and how owned channels turn retained customers into acquisition you have already paid for.
Pipeline
The Lead & Pipeline Economics Guide
A lead is not a cost. It is a probabilistic claim on future margin. This guide shows the maths that turns cost-per-lead, close rate and sales-cycle length into one number you can manage: how fast you convert sales effort into durable profit.
Reports
The deep work, with the data behind it
Operating models and primary research. Every claim shows its math and its source. Unlocked when you book a walkthrough on your own numbers.
Gated
Margin
The CFO Margin Operating Model
Most consumer businesses run on a revenue number a CFO does not trust and a margin number nobody forecasts. This report sets out the operating model that fixes both: a margin ladder reconciled to source, a variance loop that explains the miss, a forecast with an honest horizon, and one metric that ties marketing effort to durable profit.
Gated
Attribution
The Marketing Profitability Report
Your platforms claim up to 140% of the sales you actually made. This report separates reported ROAS from incremental profit, shows the math for where the next dollar belongs, and gives a defensible method for the only question a CMO should answer to the board: what is working, and what should we fund next.
Gated
Attribution
Build vs Rent: the attribution engine decision
Every ad platform you run claims credit for the same sale. Together they will tell you they drove 85 to 140 percent of the revenue you actually made. This report works through the arithmetic of that gap, the four measurement methods that close it, and the real question underneath the dashboards: do you rent your measurement, or own it?
Want the report unlocked, on your numbers?Book a 30-minute walkthrough and we will run the model against your data live.