Investing.com

Media buying was optimized toward shallow signals — installs and in-app actions — because no reliable revenue signal flowed back to the ad platforms. Content had a similar blind spot: pages existed only as URLs, so SEO and content performance couldn't be analysed by business category.

We worked in steps, and each step reused the one before it.

1. Closed the acquisition loop. Install → subscription → revenue, with conversion signals sent back to the ad platforms so they could bid on value, not volume.
2. Cohorts and retention by acquisition source. Every channel measured on the users it brings and how long they stay.
3. Revenue per session. A shared way to see what a visit is worth.
4. Pages as business entities. Pages modeled with a proper taxonomy, so SEO and content could be analysed by category instead of by URL.
5. Behavioural user profiles. Profiles such as day trader vs. long-term investor, pushed to marketing automation, the ad server and the product.

Every step reused the last one, so nothing had to start from scratch. More teams started working from the same data — growth, product, content, SEO and finance. And the business could lean into subscription revenue rather than ad monetization alone.