Farosole — Evidence-led marketing

Where the
work
happens

share of hours in a typical engagement

Content_strategy

22%

Creative_production

19%

Paid_media

18%

Conversion_rate_work

16%

Organic_search

14%

Lifecycle_email_SMS

11%

The_practice

6Disciplines

4Engagements

4WReview_cycle

5DFirst_read

One page every Monday, misses first

Week: 07Status: on_trackMisses: 1Read_time: 4 min

Channel	What_moved	What_we_did	Next
Analytics	Attribution gap closed	Reconciled the pixel with the CRM	Add offline conversions
Email_SMS	Open rate steady, click rate down	Trimmed the welcome flow to four steps	Test a shorter subject
Creative	Two of six statics fatigued	Cut them, briefed replacements	Ship replacements Thursday
Search	Two new pages entered the top ten	Rewrote the intent brief for both	Expand the cluster
Landing_pages	Form completion up on the new layout	Shipped the mobile fix	Roll out to two more pages

Misses listed first // No deck, no call required // Questions answered same day

Six disciplines

Discipline	Covers	Ref
Content strategy	Fewer pieces, each with a job to do	01
Creative production	Email, landing page and ad creative made at cadence	02
Paid media	Spend shaped by contribution margin, not by reach	03
Conversion rate work	Research first, then fewer and better tests	04
Organic search	Technical fixes and content that compounds	05
Lifecycle email and SMS	The programmes that carry revenue between campaigns	06

AUDIT > BASELINE > BUILD > MEASURE

01Audit
02Baseline
03Build
04Measure

What you get,
and when

Predictable, structured reporting on a fixed clock. From daily alerts to the one number we review each quarter.

Daily

Alerts only

Immediate notice on anomalies and spend spikes. Silence means nothing broke.

Weekly

One-page read

Consolidated snapshot of channel movement and what we did about it.

Monthly

Experiment record

Every hypothesis we ran, whether it was kept or cut, and what it taught us.

Quarterly

The one number

Strategic review on the single figure agreed in week one.

1 numberAgreed in week one

Tools we operate, by category

Ad_platforms

Media buying and management. Audience targeting.

Search

Index health, queries, page briefs.

CRO_testing

A/B experimentation. User behaviour analysis.

Attribution

Cross-channel impact. Journey modelling.

Email_SMS

Direct messaging campaigns. Automation flows.

Landing_pages

Design, build, test. Shipped weekly.

How the
work is
set up

Short jobs are sold as short jobsA six-week piece of work is quoted as six weeks; a retainer is offered only when the work is ongoing.
A written read every MondayOne page: what moved, what did not, and what changes this week.
Priced by scopeA fixed figure agreed before the work starts, so the fee stays the same whatever the media budget does.
One number a quarterThe number that matters this quarter is agreed in week one and reported against every Monday, misses first.

Asked
often.

Answers to the questions we get asked before a first read. Anything else is answered the same day.

What if the audit says we do not need you?

Then it says that. It happens often enough that we would rather find out in week two than month six.

Who actually does the work?

The person you spoke to. There is no handover to a junior team.

Can you work with our current platform?

Almost certainly. Platform migrations are a last resort, not an opening move.

How quickly does this start showing up?

Measurement changes land in the first fortnight. Programme changes take a quarter to read honestly, and anyone promising faster is reading noise.

How do you price?

By scope, agreed up front. No percentage of spend, because it pays us to spend more.

Send the numbers

Tell us where the numbers stand today and we will tell you, in writing, whether we can move them.

Request_a_read

Where theworkhappens