Method
A calm sequence we reuse across conversion funnel, cohort retention, and sales performance engagements so teams know what happens between kickoff and the findings briefing.
1. Align the vocabulary
Before charts, we pin definitions: session, product view, add-to-cart, checkout start, payment success, fulfilled order, return. Marketing, ops, and finance sign the same one-page glossary.
2. Shape the window
We choose a 60–90 day slice (or a quarter for sales briefings) and mark campaigns, stockouts, and holidays—especially Tết and mid-year sales—so drops are not misread as permanent funnel failure.
3. Draw the funnel, then the cohorts
Stage rates come first. Cohort retention follows, using windows matched to category replenishment rather than a default 30-day cut. Marketplace channels stay separate when SKUs overlap.
4. Brief, then leave you with paper you can reuse
Findings arrive as a written report or deck plus a live briefing. One clarification call sits inside the diagnostic scope; ongoing retainers are quoted only when requested.