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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 · 4 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

MODULE 1 · 6 UNITS

Ticket, Auction, Reaction

1.1 The ticketNot 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

MODULE 2 · 6 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 Window mismatchesNot started
2.5 Attribution breaksNot started
2.6 Profit that adds upNot started

MODULE 3 · 7 UNITS

Decompose, Then Prove

3.1 Why ACOS risesNot started
3.2 Three reasons exposure fallsNot started
3.3 Is it incremental?Not started
3.4 Controls that tell the truthNot started
3.5 Free experimentsNot started
3.6 When did it really break?Not started
3.7 The residual is a ceilingNot started

MODULE 4 · 6 UNITS

The Customer Cycle

4.1 Who counts as newNot started
4.2 The fake 100% newNot started
4.3 Repurchase curvesNot started
4.4 Entry vs. terminal productsNot started
4.5 Acquisition vs. harvest flowsNot started
4.6 Did we reach new people?Not started

MODULE 5 · 7 UNITS

Designing What You Watch

5.1 Direction firstNot started
5.2 Drill to the keywordNot started
5.3 Freshness tiersNot started
5.4 Right pair, right roleNot started
5.5 Three-layer cadenceNot started
5.6 Good news needs action tooNot started
5.7 Competitors are contextNot started
5.8 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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