Insights

Notes on retail and e-commerce analytics — demand, margin, assortment, and the data behind better decisions.

The Hidden Costs Your ROAS Doesn't See

ROAS tells you how efficiently you bought revenue. POAS and contribution margin show whether that revenue was worth buying.

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02AI + Data7 min read

Your AI Assistant Doesn't Know Which Revenue You Mean

Revenue is not one number — it's a ladder, and every rung is a valid answer. Why AI analytics returns precise numbers that are wrong for the decision.

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03Revenue5 min read

Why GMROI Beats Margin % for Retail Decisions

Margin percentage tells you what happened. GMROI tells you what to do next: the formula, a worked comparison, and how to calculate it.

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