Data analytics dashboard | L&Y Decision marketing science
Decision Science for E-Commerce, DTC & Retail

Prove Marketing ROI WithDecision Science

We help CMOs, founders, and CEOs of e-commerce, DTC, and retail brands prove which ads drive revenue and which just take credit for it.

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ROI by Channel
Causal attribution model · trailing 12 months
LIVE
4.2x2.8x2.1x3.6x1.4xPaid SearchSocialEmailOrganicInfluencer
CAC
-35%
↓ reduced
CVR
+22%
↑ uplift
Revenue
$2M+
↑ attributed
Attribution reliability diagnostic

Four questions. A clear read on how much of your ROI is real.

Your score is free. Add your email for the full breakdown and fixes.

Question 1 of 4

When a campaign shows strong ROAS in your ad platform's dashboard, how much do you trust that number?

35%
CAC Reduction
$2M+
Annual Revenue Built
22%
Conversion Uplift
90
Days to Measurable Impact
Why L&Y Decision

Most experts sell creative.
We sell decision science.

Platform dashboards claim credit for sales that would have happened anyway. We measure what your ads caused.

Statistical Validation

Rigorous testing ensures your ad campaigns produce real, statistically significant results, not noise.

Causal Inference

We measure true ROI, not correlation. Causal models isolate what's driving your marketing results.

A/B Testing Frameworks

Structured testing protocols that reduce risk and generate statistically reliable, actionable insights.

Attribution Models

Multi-touch attribution that reveals true revenue drivers across every channel and customer touchpoint.

Our Process

Three steps from broken data to confident decisions

Every engagement follows the same rigorous methodology, regardless of your industry, data maturity, or the service you choose.

01

Diagnose

We audit your data stack, attribution setup, and KPIs to surface exactly where measurement is broken, and quantify what it's costing you in misdirected budget.

02

Model

We build causal models that connect marketing actions to revenue outcomes, using statistical methods that go beyond correlation to isolate true impact.

03

Optimise

We deliver prioritised, evidence-backed recommendations and support you through budget reallocation, so every dollar goes where it works.

End-to-end decision science for modern commerce

From analytics audits to causal inference, every service is built around measurable outcomes.

01

Marketing Analytics Audit

A comprehensive review of your data stack, KPIs, and attribution gaps. We surface exactly where your measurement is broken and what it's costing you.

$3,000 – $8,000
02

Advertising ROI Modeling

Causal models that link ad spend directly to revenue and profit, not correlation, not last-click. Built for e-commerce, DTC, and retail teams who need to justify every dollar.

$5,000 – $15,000
03

Conversion Rate Optimization

Structured testing frameworks that eliminate guesswork. We design experiments with proper statistical power, monitor them correctly, and deliver conclusions you can act on with confidence.

$4,000 – $12,000
04

Multi-Touch Attribution

A custom multi-touch attribution model that accurately maps how each channel contributes to conversions, across the full customer journey, not just the last click.

$6,000 – $20,000
05

Marketing Dashboard

A custom dashboard that consolidates your store, ad platform, and analytics data into one clear view, so every decision starts from the same facts.

$2,500 – $7,000
06

Causal Inference for Ads

The most rigorous approach to ad measurement: geo-holdout experiments, synthetic controls, and Bayesian causal models that isolate exactly what your advertising is causing.

$8,000 – $25,000

Built for CMOs,
founders & commerce leaders

We work with CMOs, founders, and CEOs of e-commerce, DTC, and retail brands, typically $500K–$50M revenue, ready to replace platform attribution with causal measurement.

E-Commerce

CMOs & founders scaling on Facebook & Google, $500K–$50M revenue

DTC Brands

Founders and marketing leads proving ROI to boards and investors

Retail

CEOs and marketing directors connecting online and in-store revenue

Measurable outcomes,
not vanity metrics

35%

CAC Reduction

Helped an e-commerce brand reduce customer acquisition cost by isolating true ad performance drivers using causal inference.

E-Commerce Brand
$2M+

Annual Revenue Attributed

Built a multi-touch attribution model for a DTC brand that directly attributed over two million dollars in annual revenue to specific channels.

DTC Brand
22%

Conversion Rate Uplift

Designed an A/B testing framework for a retail digital experience, achieving a statistically significant uplift in conversions.

Retail Digital Experience
Case study

An athletic footwear, apparel & equipment brand

Footwear, apparel, equipment, accessories, and services for men, women, and kids.

Before
Budget followed platform-attributed CPA. Retargeting and brand keywords looked like the best channels.
What we did
Geo-holdout tests showed much of that credit was non-incremental. We cut retargeting 40% and moved budget into Meta prospecting and creators.
Result
−35% cost per net-new customer in 12 weeks, while attributed CPA rose from $42 to $46. Only one metric was measuring reality.
Latest thinking

What we're finding in attribution and incrementality.

All insights →
AnalyticsJuly 2026

The Attribution Models Are Getting Smarter. Most Brands Are Still Too Broke to Use Them.

Read article
GuideJuly 2026

Geo Holdout Testing: A Step-by-Step Guide for E-Commerce Brands

Read article
AttributionJune 2026

The Platforms Grading Their Own Homework: Why Your Attribution Data Is Structurally Broken

Read article
FAQ

Common questions

If your question isn't here, email us at Email us

We work with CMOs, founders, and CEOs of e-commerce brands, DTC companies, and retail businesses, typically with revenues between $500K and $50M. If you're spending $10K–$100K/month on paid advertising and suspect your attribution is wrong, that's exactly who we're built for. No in-house data team required.

Read-only access to your ad platforms (Meta Ads, Google Ads), your analytics (GA4 or equivalent), and your commerce data (Shopify, WooCommerce, etc.). We never touch campaign settings, budgets, or creative on your behalf.

Most engagements deliver initial insights and recommendations within 2–4 weeks. Implementation of those recommendations typically produces measurable impact within 60–90 days. Causal inference and attribution model projects take 4–8 weeks by design.

No. We handle data extraction, transformation, and modeling entirely. If you can grant read access to your platforms, we can do the rest. Many of our clients have no dedicated data function at all.

Platform attribution overclaims by 30–200% due to cross-channel double-counting, meaning CFOs are already approving inflated ad budgets. Our causal models produce defensible, auditable ROI figures. Most clients recover far more in reallocated spend than the engagement costs within 60–90 days. We can provide an estimated ROI range based on your current spend before you commit.

Yes. Several clients engage us on an ongoing basis for model maintenance, monthly reporting reviews, and continuous testing programmes. Most relationships start with a scoped project and evolve from there.

That's the most common situation we walk into. Most past analytics projects fail because they delivered insight without a clear path to action. Every engagement we run is structured around the decisions you need to make, not the data we can collect.

We solve commerce problems with analytical precision

L&Y Decision applies rigorous statistical methods to real commerce problems. We show you exactly which channels drive revenue and where to invest for maximum return.

  • Director-level analytics leadership in commercial settings
  • Proven revenue impact across e-commerce, DTC & retail
  • Specialized in marketing attribution & causal modeling
  • A/B testing frameworks that reduce risk & grow conversion

Who you'll work with

Mo Touzani
Founder & Principal

25 years in statistics, data science, and marketing analytics, including director-level roles running analytics and decision science teams for retail and consumer brands. Mo leads every engagement personally, from test design to the final board-ready readout.

  • Causal inference
  • Incrementality & geo-holdout tests
  • Marketing mix modeling
  • A/B test design
  • Machine learning
Email us
Serving brands in New York · London · Toronto · Dubai
Currently accepting new clients

Ready to prove your marketing ROI?

Book a free 30-minute consultation. Bring your ad account numbers; leave knowing which channels earn their budget.

Review your current attribution and measurement setup
Identify the highest-priority evidence gaps
Leave knowing which channels earn their budget

Free. No commitment.

No obligation. We reply within one business day.