A unified customer experience is what happens when every interaction a customer has with your business, across every channel and department, feels like it comes from the same organisation. Not just visually consistent, but operationally connected: the same data, the same context, the same level of care whether someone is browsing your website, speaking to…
Competitor analysis tells you where the market is, who else is competing for the same customers, and where the gaps are. Done properly, it shapes positioning, informs channel strategy, and gives you a defensible basis for budget decisions. Done badly, it fills a slide deck, gets presented once, and sits in a shared drive until…
A conversion rate optimisation strategy is a structured, evidence-based process for identifying where potential customers drop out of your funnel and systematically removing those barriers. Done well, it compounds returns from traffic you are already paying for. Done poorly, it becomes a series of button colour tests that consume time and prove nothing. The distinction…
A client experience map is a structured visual representation of every interaction a customer has with your business, from the moment they first become aware of you to the point where they either become loyal or leave. Done well, it tells you not just what customers do, but why they do it, and where the…
Competitive website analysis is the process of systematically examining your competitors’ websites to understand their positioning, content strategy, user experience, and conversion approach. Done properly, it surfaces the gaps, assumptions, and opportunities that internal strategy sessions rarely uncover on their own. Most marketers treat it as a one-off exercise. They screenshot a few landing pages,…
A marketing analysis framework is a structured approach to evaluating what your marketing is actually doing for the business, not just what it appears to be doing. Done well, it separates signal from noise, connects marketing activity to commercial outcomes, and gives leadership a clear picture of where growth is coming from and why. Done…
A SWOT analysis is a structured framework for assessing a business or brand across four dimensions: Strengths, Weaknesses, Opportunities, and Threats. It maps internal capabilities against external conditions, giving strategists a common language for where a business stands and what it faces. Done properly, it is one of the most efficient ways to align a…
Marketing cost per customer is the total marketing spend required to acquire one paying customer over a given period. You calculate it by dividing your total marketing expenditure by the number of new customers acquired in the same timeframe. Simple arithmetic. But the number is almost never as simple as the formula suggests. What makes…
Guerrilla marketing is a category of unconventional, low-cost tactics designed to generate outsized attention by placing a brand or message where it is least expected. The term was coined by Jay Conrad Levinson in the 1980s, but the underlying logic is older than advertising itself: if you cannot outspend the competition, outthink them. Done well,…
Demand based pricing is a strategy where prices are set according to what customers are willing to pay at a given moment, rather than what it costs to produce or what competitors charge. It treats price as a signal of value, not a fixed number, and adjusts based on real market conditions: seasonality, volume, urgency,…
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