Digital Strategy Consulting

Strategy work starts from measurement rather than opinion. The current state is documented across four inventories: the technology stack actually deployed, the channels actually producing traffic and revenue, the customer journey as instrumented rather than as assumed, and the content that already exists. Analytics are validated before any conclusion is drawn from them, because a recommendation built on a miscounted conversion is worse than no recommendation. Competitive review uses each competitor's own published material, and every claim is separated into measured, reported or unverified. Output is a 90 day plan sequenced by dependency, where each action names an owner, a completion signal and the metric that will show whether it worked. Metrics are defined in writing before the plan is agreed, so success cannot be redefined afterwards. Where a proposed metric is not currently captured, adding that instrumentation becomes its own first task. The plan distinguishes what can be tested cheaply from what requires committed spend, and orders the cheap tests first.

Industry Insight