Whoever owns the decision, a new head of growth, an agency or you, needs six things on day one. Without them, the first month goes on hunting for them.

1. Order data by customer and categoryEvery order line with its product category, discount, refund and customer, back at least two years.
2. Contribution per orderFrom finance: product cost, fulfillment, shipping, payment fees and return costs, so customers can be judged on what they leave.
3. The last survey, rawAny question about category spend, other brands or rank, with answers joined to customer IDs.
4. Every launch, including the dropped onesWhat was launched, when, what it cost, how it sold, and whether it’s still on the site.
5. Flow access with holdout controlsThe email and SMS platform, with the ability to split a random holdout at the moment customers qualify.
6. Goals and bonus plansFor the team and every agency, so no one is paid on a count that can be manufactured.

Do this

• Ask for all six in one message today. Whatever comes back slowest is where the brand knows least about its own customers.