The thinking
How we read the market.
Writing from Divergent Logic on where commerce growth is decided and what that means for the decisions in front of you. Each piece is written to be useful on its own and to reflect how the firm actually operates.
Topics
The sale is decided before it is measured
Conversion reporting shows a clean endpoint and hides the accumulation that produced it. When the decision forms before the click, optimizing only the click can misallocate the next dollar.
Machine-Mediated CommerceAI assistants are becoming commerce surfaces
When machines help qualify, compare or recommend products, commercial readiness depends on product data, claims, availability, authority and corroboration.
Media EconomicsThe next dollar needs a job
Efficiency metrics can reward the surfaces that report well rather than the surfaces that contribute most. Giving each dollar a defined role changes the allocation decision.
The next step
Put the thinking to work.
The ideas here are the ones we operate. Bring us one material decision or a focused machine-commerce readiness question.