Who does L&Y Decision work with?

L&Y Decision works with e-commerce brands, DTC companies, and retail businesses — typically with revenues between $500K and $50M — who are serious about making evidence-based marketing decisions. They specialise in small and medium businesses ready to graduate from gut feeling.

What data access does L&Y Decision need to get started?

Read-only access to ad platforms (Meta Ads, Google Ads), analytics (GA4 or equivalent), and commerce data (Shopify, WooCommerce, etc.). L&Y Decision never touches campaign settings, budgets, or creative.

How quickly will e-commerce brands see results from decision science?

Most engagements deliver initial insights and recommendations within 2–4 weeks. Implementation of those recommendations typically produces measurable impact within 60–90 days. Causal inference and attribution model projects take 4–8 weeks by design.

Do you need an in-house data team for marketing attribution modeling?

No. L&Y Decision handles data extraction, transformation, and modeling entirely. If you can grant read access to your platforms, they do the rest. Many clients have no dedicated data function at all.

What is causal inference in marketing?

Causal inference in marketing is a statistical method that isolates the true incremental impact of advertising — measuring what would have happened without the ads (the counterfactual). Unlike correlation-based attribution, causal methods such as geo-holdout experiments, difference-in-differences, and Bayesian structural time-series prove that ads caused revenue, not merely correlated with it.

What is marketing mix modeling (MMM)?

Marketing mix modeling (MMM) is a statistical technique that quantifies how each marketing channel — paid search, social, email, TV, out-of-home — contributes to sales. Unlike last-click attribution, MMM uses aggregate time-series data to measure true channel contribution, accounting for external factors like seasonality and price changes.

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A/B Testing & CRO

Run A/B tests that actually prove something

Structured testing frameworks that eliminate guesswork. We design experiments with proper statistical power, monitor them correctly, and deliver conclusions you can act on with confidence.

Book a Consultation

Investment:$4,000 – $12,000

4–6 weeks

Testing cycle

95%

Confidence threshold

22%

Avg. conversion uplift

Deliverables

What you get

Funnel analysis and prioritised opportunity identification

A/B test design with statistical power calculations

Test brief and implementation specification for your dev team

Real-time monitoring with early stopping rules

Results analysis with confidence intervals and effect size estimates

Follow-on test roadmap based on learnings

Investment

$4,000 – $12,000

Fixed project scope

Timeline

4–6 weeks

Book a Consultation

Process

How it works

Funnel Audit

We map your customer journey from first click to purchase and identify the highest-leverage points for testing.

Test Design

We design experiments with proper sample size calculations, randomisation strategy, and success metrics defined before launch — not after.

Execution & Monitoring

We monitor tests daily for novelty effects, SRM errors, and interaction effects. We stop tests at the right time — not too early, not too late.

Analysis & Roadmap

We deliver statistically sound results and build a prioritised roadmap of follow-on tests based on learnings.

Ideal Client

This service is for you if…

E-commerce stores with at least 1,000 monthly purchases (for statistical power)

DTC brands running high-volume paid traffic who suspect their funnel is leaking

Retail digital teams trying to improve their online conversion metrics

Growth teams who've run A/B tests before but aren't confident in the results

What clients see

22%

Average conversion uplift

Across client engagements using our structured testing frameworks.

3×

Test reliability improvement

Compared to ad-hoc A/B testing without proper statistical design.

Common questions

What testing tools do you use?

We're tool-agnostic. We can work with your existing setup (Optimizely, VWO, AB Tasty) or recommend the right tool for your traffic volume.

How long do tests need to run?

It depends on your traffic and the minimum detectable effect. We calculate this before launch so you know exactly what to expect.

Can you test ad creative as well?

Yes — we design tests for landing pages, checkout flows, email campaigns, and ad creative wherever you have sufficient volume.

Other services

Marketing Analytics Audit

A comprehensive review of your data stack, KPIs, and attribution gaps. We surface exactly where your measurement is broken and what it's costing you.

$3,000 – $8,000

Advertising ROI Modeling

Causal models that link ad spend directly to revenue and profit — not correlation, not last-click. Built for e-commerce, DTC, and retail teams who need to justify every dollar.

$5,000 – $15,000

Multi-Touch Attribution

A custom multi-touch attribution model that accurately maps how each channel contributes to conversions — across the full customer journey, not just the last click.

$6,000 – $20,000

Currently accepting new clients

Ready to prove your marketing ROI?

Book a free 30-minute consultation. No commitment, just 30 minutes of clarity on what's actually driving your results.

Book Free Consultation

No commitment. Just 30 minutes of clarity.