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Reading Amazon in three dimensions.

Six modules, one skeleton per unit. Work through them in order the first time; after that, use the ledger status on each unit to see what has changed.

Continue: 0.1 Every report is a shadow

MODULE 0 · 6 UNITS

The Shadow Problem

0.1 Every report is a shadowNot started
0.2 Dashboard vs. mapNot started
0.3 Why one operator can do it nowNot started
0.4 How to read this courseNot started
0.5 Time is the third axisNot started
0.6 Survive, don't gambleNot started

MODULE 1 · 11 UNITS

The Mountain: Ticket, Auction, Reaction

1.1 The mountainNot started
1.2 Not a second-price auctionNot started
1.3 One seller, one entryNot started
1.4 When bids stop bindingNot started
1.5 Premium is a bidNot started
1.6 Reaction comes lastNot started
1.7 The suggested bid is your scoreNot started
1.8 Match type shapes your poolNot started
1.9 One metric per stageNot started
1.10 Variations: inherit the shelf, not the ticketNot started
1.11 Open question: more ticketsNot started

MODULE 2 · 8 UNITS

Five Reports, Five Calibers

2.1 What each report countsNot started
2.2 Time trapsNot started
2.3 Reports that keep changingNot started
2.4 Aggregation trapsNot started
2.5 Attribution breaksNot started
2.6 Profit that adds upNot started
2.7 Intent groups, not wordsNot started
2.8 A blank is not a zeroNot started

MODULE 3 · 8 UNITS

The Customer Cycle

3.1 Who counts as newNot started
3.2 The fake 100% newNot started
3.3 Repurchase curves and the refill windowNot started
3.4 Entry vs. terminal productsNot started
3.5 Acquisition vs. harvestNot started
3.6 Did we reach new people?Not started
3.7 New and returning, by placement and positionNot started
3.8 How much can the first order lose?Not started

MODULE 4 · 10 UNITS

Decompose, Then Prove

4.1 Why ACOS risesNot started
4.2 Three reasons exposure fallsNot started
4.3 Is it incremental?Not started
4.4 Controls that tell the truthNot started
4.5 Free experimentsNot started
4.6 When did it really break?Not started
4.7 The residual is a ceilingNot started
4.8 Where the funnel leaksNot started
4.9 Break-even: when to cutNot started
4.10 Price is a lever tooNot started

MODULE 5 · 9 UNITS

Watch, Then Act

5.1 State the goal firstNot started
5.2 Direction firstNot started
5.3 Drill to the keywordNot started
5.4 Freshness tiersNot started
5.5 Right pair, right roleNot started
5.6 The weekly inspectionNot started
5.7 Good news needs a drill-down tooNot started
5.8 Top-10 concentrationNot started
5.9 Write the prediction firstNot started

Course-wide downloads

Research-method handbookPDF · placeholder
Report caliber reference: what each of the five reports countsPDF · placeholder
Query templates, all modulesZIP · placeholder

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