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Data Driven OS

Decision Intelligence for Online Businesses | Powered by $3.1B+ in Revenue Analyzed | Surfaces What Matters and Drives Action

11/02/2026

Ad agencies often get paid a percentage of ad spend, Harri Magaldi points out, so spending more is in their interest.

Her check is MER. If spend isn't tying up to MER and add-to-carts, that's money draining out of the business.

Full episode, Profit Playbook Podcast Ep. 6: https://www.youtube.com/watch?v=WwMKf4meHiI

My Neighbor's: https://myneighbors.co

11/02/2026

What sets your scale ceiling?

The gap between what it costs to acquire a customer and what that customer is worth.

A big gap lets you get aggressive with testing. Most media buyers run 80% proven, 20% testing. With room in the margins, you can tell them to go 50/50.

More testing, faster iteration, faster scale.

More at datadrivenos.com

11/02/2026

It's easy to assume every channel is more or less the same. If the numbers work on average, they work on Meta and YouTube.

One business's data: one curve starts at a $260 AOV with very modest growth. The other starts at $325, about $60 higher, jumps in the first seven days and keeps growing. The bottom one is Meta. The top one is YouTube. $60 to $80 apart.

Spend against the average of the two and you overspend on one platform and underspend on the other.

Deciding off the average makes you wrong everywhere.

From my conversation with Aleric Heck on Marketing Minds, ep. 47. Full episode: https://youtu.be/JtKZAxCXw4A

11/02/2026

Ayden Syal's blanket rule: if someone won't say "give me three months and I'll prove this works," what they're selling probably doesn't work.

That's why MOGL starts customers on a pilot instead of a long commitment.

Full episode, Profit Playbook Podcast Ep. 5: https://www.youtube.com/watch?v=mtu0ZmwhrCk

MOGL: https://www.mogl.online/

11/02/2026

A lot of DR companies treat a 15% refund rate as just how it is.

It's not. Getting it from 15% down closer to 5% goes straight to your bottom line, and I don't know of anything else that moves margin that fast.

Often it's a communication problem:
No welcome.
No special reach-out to high-AOV customers.
No clear arrival date on the order confirmation page, so they expect two-day shipping, it takes ten, and they refund on day eight.

The easy things to fix.

11/01/2026

My Neighbor's calls customers on their 5th, 8th and 12th order to say thank you, and sent snail mail to 1,000 customers last Christmas.

Harri Magaldi says that's what keeps people with the brand longer and grows LTV.

Full episode, Profit Playbook Podcast Ep. 6: https://www.youtube.com/watch?v=WwMKf4meHiI

My Neighbor's: https://myneighbors.co

10/31/2026

Harri Magaldi runs a lot of My Neighbor's wholesale orders through Faire and Shopify as draft orders. That skews ROAS: Meta looks like it drove sales it didn't.

So she backs them out and runs the business on MER.

Full episode, Profit Playbook Podcast Ep. 6: https://www.youtube.com/watch?v=WwMKf4meHiI

My Neighbor's: https://myneighbors.co

10/31/2026

Every business has monsters. Most owners never see them.

Under the bed: refunds. One client was losing $51 per customer to refunds, on revenue they'd already counted.

In the closet: affiliate payouts. One deal was planned at $100 a customer. The data said it would take over a year to break even, so they walked away.

On the ceiling: the slide. A $240 first order. Worth $226 a year later. Less than day one.

None of it shows up on a dashboard that stops at the sale.

Which one's under your bed? 🎃

10/31/2026

Rovers landing on Mars have to do it on their own. By the time the signal saying it hit the atmosphere reaches Earth, it's already on the ground. Seven minutes of terror.

I was in the auditorium at NASA's Jet Propulsion Laboratory, with thousands of people, when Curiosity's first picture came back.

That's where my bar for analytical rigor comes from. If you're deciding off your data, whether it's accurate can't be an open question.

From my conversation with Aleric Heck on Marketing Minds, ep. 47. Full episode: https://youtu.be/JtKZAxCXw4A

10/30/2026

Harri Magaldi left Wall Street planning to be a stay-at-home mom. Then her daughter's eczema led her to beef tallow.

She launched as the "cancellation girl" at the Hudson farmers market, taking any spot that opened up, and sold $4,000 the first day.

Full episode, Profit Playbook Podcast Ep. 6: https://www.youtube.com/watch?v=WwMKf4meHiI

My Neighbor's: https://myneighbors.co

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https://www.datadrivenos.com/, https://www.ltvnumbers.com/

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