Founders Don’t Need More Data

By Jacob Rokeach

—They Need Better Signals (& partners).

Most founders don’t have a data problem.

They have a noise problem.

So many brands, operators, and founders are burdened in dashboards, attribution windows, MER charts, cohort tables, platform ROAS, blended ROAS, TikTok ROAS, “dark social” ROAS, and the list goes on.

They want MORE VISIBILITY.

What they get >>> LESS CLARITY.

Here’s the truth I’ve learned after operating multiple brands in-house and running growth for dozens of DTC brands:

It’s not about MORE data.

It’s about knowing which numbers actually move the business.

Many of you might not know, but starting Fluency Firm was an accident. I was developing a reporting and analytics tool for brands.

While consulting with 4+ ecomm brands and operators - I showed them the product I was working on.

I asked if they would pay a monthly fee for the dashboards.

They all answered maybe, BUT only if we get your insights and how to action on them.

I was shocked.

Everyone always talks about how much they need data and that they are a data-first company.

And while I believe that to be true; what I think they really mean by “data” is “signals”.

Noise vs Signals

Noise tells you what happened.

Signals tell you what to do next.

Noise is reactive.

Signals are directional.

Noise is every metric you screenshot for internal Slack updates.

Signals are the handful you’d bet your P&L on.

At Fluency, when we strip out the noise, our partners suddenly go from “I don’t know what’s working” to “I know exactly what lever to pull this week.”

So, what are signals that matter most?

That’s really dependent on YOUR specific business - the category you are in, the objectives you have, and the situation you are in (cash in the bank or need to be profitable today)…

To Me, More often Than Not, These are 3 Metrics That Actually Matter

After running millions in spend across Rhode, Westman, Homecourt and dozens more, here are the three that consistently create clarity:

1. CAC Payback Window

Not just CAC.

How fast your CAC pays back.

If you can’t afford your growth, you don’t have growth.

2. Incremental MER

Not MER.

Not blended ROAS.

But, What happens when you increase or decrease spend?

This is the difference between chasing performance and managing it.

3. Creative Efficiency Score

(We built this inside CreativeIQ.)

If creative is the new media buying, this is the new CTR.

It shows which concepts - NOT just ads - are actually driving profitable outcomes.

When these three signals are healthy, everything else usually is too.

Founders Don’t Need More Data

They need fewer, stronger signals

They need a team and / or a PARTNER that can illustrate those signals.

AND how to activate on those signals, today.

Growth becomes a lot easier when you stop trying to analyze everything…

…and start listening to the metrics that actually talk back.

What’s the one signal you rely on most in your business right now?

Let us know at hello@fluencyfirm.com.