What Does The Data Lab Do?

See Exactly What Levers To Pull To Scale Your Marketing & Sales

The Data Lab brings all your marketing data together, showing you exactly where you can make the biggest impact and delivering clear, step by step recommendations on what to do next.

The beauty of The Data Lab is that it separates the numbers from the creative. Whether you handle your own content, work with an agency, or want us to take it on, the data pinpoints the exact step in the funnel to focus on, so your creative energy goes where it counts.

We turn complex marketing numbers into clear insights that show you where your business is performing well and where sales may be slipping away.

It helps you understand whether low email engagement, high bounce rates or too much reliance on one channel are holding you back, while also pointing to opportunities that bring in qualified leads and sales.

The Data Lab gives you clarity on where to act so you can scale, invest in the right strategies, and grow sales in a way that is both sustainable and profitable.

CASE STUDY

BEFORE

This customers acquisition costs were sitting a little too high. They looked at ways to create a lower cost onboarding product, which put the average order value at risk, but the margins were maintained and the cost to acquire dropped considerably.

AFTER

With the conversion rates up off the back of the lower barrier to entry, it was time to drive a lot more traffic using Meta ads. The result was a $72,000 saving on the investment needed to hit the extra million in sales based on the current performance.

WHAT'S INCLUDED?

Tired of throwing money into a marketing black hole with no idea what is working?

We'll show you exactly what your true cost per customer is and how to grow with confidence.

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CASE STUDY

BEFORE

This is a pretty healthy funnel... by working on improving the average order value, the cost per customer amount and keeping a close eye on that conversion rate we are to improve the profitability of the business.

AFTER

Even small improvements compound quickly. The case study shows how marginal increases in average order value and reductions in cost per customer directly boosted profitability. By increasing the performance of the email campaigns this client created a $26,000 reduction in marketing spend required to generate an additional $1,000,000 in sales at current performance levels.

THE INSIGHTS

The real value of The Data Lab lies in the insights it delivers. Instead of leaving you with endless charts and raw numbers, the platform translates your marketing data into clear, practical guidance. This makes it easier for marketers, owner-operators, and in-house marketing teams to see exactly what is working, what is holding growth back, and where the biggest opportunities lie.

For marketers, the insights provide a reliable foundation for creative campaigns and media planning. For business owners, they cut through the noise and show the return on every marketing dollar (and every hour of your time). And for internal teams, they create alignment by highlighting the metrics that matter most to long-term growth.

By turning complex data into actionable insights, The Data Lab helps to make sure every marketing decision is backed by clarity and confidence!

THE INSIGHTS

COST PER CUSTOMER

Monitoring traffic sources shows you where your customers are really coming from and how much you are relying on each channel.

The Data Lab allows you to customise how this information is measured, whether you want to track new customer acquisition, historic returning customers, or a blend of both. By connecting this traffic data with your actual marketing spend, the platform calculates your cost per customer, also known as customer acquisition cost (CAC). This figure shows exactly how much you are spending to secure each purchase.

Understanding CAC at this level gives you clarity on the true cost of growth, helping you identify which channels are profitable, where to optimise spend, and how to build a sustainable acquisition strategy that scales sales while protecting margins.

WHY DOES THIS MATTER?

AVERAGE ORDER VALUE

Average order value is a key profitability driver because even small increases have a powerful effect on overall revenue. If each customer spends more in a single transaction, you generate greater returns without having to increase your marketing investment or acquisition costs. Monitoring AOV highlights whether your product mix, upsells, and customer journey are encouraging higher-value purchases or limiting growth.

The Data Lab makes this easy to track by showing you both current and historic AOV trends, so you can see the direct impact of pricing, promotions, and product strategies. By pairing this insight with cost per customer, the platform gives you a clear picture of how much profit each sale is contributing and whether your business is on track to scale sustainably.

CONVERSION RATE(S)

Conversion rate is one of the clearest measures of how effectively your website turns visitors into paying customers. Even small shifts in this percentage can have a significant impact on sales, since more conversions mean higher revenue without the need to drive additional traffic.

The Data Lab allows you to track both overall and segmented conversion rates, making it simple to identify which parts of your funnel are performing strongly and which need improvement. By combining this data with cost per customer and average order value, the platform provides a complete picture of performance, helping you understand whether you are growing efficiently and profitably.

YOUR FUNNEL

Your sales funnel shows the journey customers take from first discovering your website to completing a purchase. At every stage, there are points where interest can drop off or momentum slows, and these constraints directly limit growth. Understanding where these gaps occur is vital because it tells you whether the issue is attracting traffic, converting visitors, or maximising the value of each sale.

The Data Lab gives you visibility across your funnel and highlights the bottlenecks. This targeted approach allows you to tackle the most pressing constraints, remove barriers to growth, and build a funnel that scales efficiently and profitably.

THE DATA FEEDS

The Data Lab integrates seamlessly with the systems you already use. Through a mix of screenscraping, manual data feeds, and our evolving automations, it can pull meaningful data directly from the source. Once collected, the data is processed through more than 300 calculations to create a dashboard of metrics and insights. These insights are designed to cut through the complexity and give businesses a clear view of performance, showing exactly what to focus on to scale sales and grow profitably.