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Making sure we're the right fit

Our Take.

What your data says. Where you stand. What we'd do next.

We connect your data, score you against your industry and write you a named dated opinion. We don't do sales calls. We do one short kick-off so you're comfortable with what we're touching. Usually two business days.

If we're not the right team we tell you and point you at someone who is. We'd rather help you solve the problem than not be useful.

Example Take
PAGE 1 OF 5 / COVER
FOR
Australian specialty retailer
Anonymised. Shopify. ~$2.4M ARR.
PREPARED BY
Filip Ivanković
24 May 2026
THE THESIS
Your acquisition is healthy. Your retention is not. That's where the money is.
Read the full example ↓1 / 5
How it works
00
Ask for a Take
Tell us your site, your intent and what you have connected.
01
15-min kick-off
Not a sales call. Informed consent on data sharing. You decide what we touch.
02
We read your stack
Read-only access. We benchmark you against your industry.
03
Two business days
A named dated opinion. Yours to keep. No pitch attached.
EXAMPLE / AN ACTUAL TAKE WE'D SEND
Real format. Names changed. Five pages. Scroll the whole thing.
PAGE 1 OF 5 / COVER
FOR
Australian specialty retailer
Anonymised at the client's request. Shopify. ~$2.4M ARR. Founder-led.
PREPARED BY
Filip Ivanković
24 May 2026 / Read in 3 hours
INDUSTRY
Specialty retail
BENCHMARK SET
47 AU specialty retailers
SOURCES READ
GA4, SC, Meta, Klaviyo, site, schema
THE THESIS
Your acquisition is healthy. Your retention is not. That's where the money is.
What we didn't read
Shopify cohort exports (not granted), net new vs returning revenue split, paid social creative performance broken down by audience. Worth a look next pass. If returning revenue is materially higher than we've assumed, the loyalty recommendation on page 4 changes shape.
PAGE 2 OF 5 / WHERE YOU STAND
Stack maturity read

Marketing Score: 58 / 100

Industry average 54. You sit slightly above the median for Australian specialty retail. The shape of your score matters more than the total. One dimension is dragging the rest.

Acquisition
78
Conversion
64
Brand
61
Digital
55
Data
48
Retention
32
19 below median. The leak. See page 3.
Your score Industry average (47 AU specialty retailers, refreshed April 2026)
What we read. Acquisition from Meta Ads Manager, Google Ads, GA4 source/medium. Conversion from GA4 funnels, site speed, mobile vs desktop split. Brand from branded search volume, share of voice in Google trends, returning-direct ratio. Digital from tech stack, CMS, schema markup, mobile Core Web Vitals. Data from GA4 config, consent maturity, pixel coverage across paid channels. Retention from Klaviyo flow performance, repeat purchase rate, customer LTV.
PAGE 3 OF 5 / THE DIAGNOSIS
The leak isn't traffic. It's the second order that never happens.
What's working
Meta is doing the job.
Meta CPA, last 12 months
$60$40$51 median$42Jun 25May 26
CPA trended down through 2025 as creative tightened. Industry median sits at $51. You're $9 below it on a category where most operators are losing money on acquisition.

$14K/mo at $42 CPA. The traffic converts. Site conversion rate is 2.1% against a 1.8% benchmark. Mobile pages load under 2 seconds. First-purchase economics work.

Nothing to fix here. The temptation to spend more is the trap. More spend at this CPA still only buys you single-purchase customers.

What's leaking
73% of buyers never come back.
Repeat purchase rate
YouIndustry27%54%27pt gap0%60%
Half the industry hits 54%. You sit at 27. Same product. Same customer. Different post-purchase machinery.

Klaviyo flows are off. The post-purchase sequence ends three days after the first order. There is no win-back. There is no loyalty mechanic. The list is being treated like a broadcast channel, not a relationship.

Customer LTV sits at $89 against an industry median of $164. You're paying full acquisition cost to find people you only sell to once. Closing half the gap is worth roughly $310K in extra annual revenue at current volume.

PAGE 4 OF 5 / THE MOVE

Stop spending more on Meta. Start with email.

In order. Smallest move first. Highest leverage. Tap any move to see how we'd sequence it.

FIRST / WEEK 1
Build a 90-day post-purchase sequence in Klaviyo
Most of the gap closes here. A week of one operator's time. Estimated lift: 8 to 12 points on repeat rate inside 90 days.
SECOND / MONTH 1-2
Launch a points-based loyalty mechanic
Compounds with the sequence above. Smile.io if you want speed. LoyaltyLion if you want control. Target LTV $89 to $130 in six months.
THIRD / MONTH 2-3
Add one SKU your existing customers will buy
Top three organic queries from existing customers point at the same gap. Fill it. Sell into the list you already have. No new acquisition cost.
PAGE 5 OF 5 / WHAT'S NEXT

Three ways this Take is useful.

DO IT YOURSELF
Forward this Take to your team. The 90-day Klaviyo sequence is a one-week build for any decent email operator.
BRIEF AN AGENCY
Use the diagnosis page to brief whoever you work with. Don't let them sell you more Meta spend until retention is fixed.
COME BACK TO US
If you want us to do the build, we charge by the month. No commitment past 30 days. We'd start with the email sequence.
SOURCES READ
GA4 (12 months), Search Console (3 months), Meta Ads Manager (90 days), Klaviyo (12 months), site crawl, schema.org markup, AU specialty retail benchmark dataset.
Filip Ivanković
New Rebellion
Why this format

A call gets you a salesperson. A scorecard gets you a software output.

A Take gets you a written opinion from the person who'd actually run your marketing if we worked together. Their name on it. Their reputation on it. It's the engagement we'd want as a client. So it's the one we sell.

What you keep

The Take is yours. PDF or plain text. However you want it.

Forward it to your team, your board or your CFO. Use it to brief an agency. Use it to fire one. Use it to decide nothing. Or come back to us and we'll start work.

Your move

Get our take
on yours.

Two business days. A 15-minute kick-off first so you know exactly what we're touching. Then a named dated opinion you keep, whatever you do next.

Start the request
No sales callThe kick-off is for consent, not pitch.
No invoiceWe invoice when you engage us. Not before.
Honest answerIf we're not the right team we tell you and point you somewhere good.