Intelligence for Better Decisions
For the past two decades, e-commerce has been built around one belief: everything happens online, and everyone is online. Most metrics focus on page views, sessions, clicks, impressions, conversions, customer journeys, attribution models, retention curves, and lifetime value. Every interaction a customer has with a website becomes another event in an analytics dashboard. Over time, … Read more
The paid demographic-data industry – Experian Mosaic, Claritas PRIZM, Nielsen Segmentation – is worth over $10 billion a year. B2C brands can access similar data from the government’s data source for free. Most of what these tools sell is one dataset in a nice wrapper: the American Community Survey. The ACS is the deepest public … Read more
The data was always there. The joins weren’t. D2C founders pay $499 a month for audience insights, a few hundred more for a Meta ad partner claiming proprietary demographic data, and another chunk for lookalike models built on data anyone can pull for free. The federal government publishes better data than most of what these … Read more
If you run a premium DTC brand in the US, you already know that not all ZIP codes are equal. But how unequal? And where, specifically, do the customers live? I pulled Census data on all 33,791 US ZIP codes, ranked them by ZIP Target Score, and mapped the top 500. That’s about 1.5% of … Read more
A penetration-vs-potential map is a geographic view of a business that plots two numbers side by side for each geographic area, such as a ZIP code, DMA, county, or postal region. Penetration – how much you actually sell there – and Potential – how much you could sell there based on the demographics and behavior … Read more
I keep having the same conversation with D2C founders. They pull up their sales dashboard and point at three glowing dots on the US map — usually Austin, LA, Miami, sometimes Denver or NYC. “That’s where we’re strong,” they tell me. “We’re doubling down there next quarter.” I’ve started asking one question in reply: “How … Read more