Most consumer brands between $1M and $10M inherited their analytics the same way: a Shopify app here, a pixel there, a dashboard someone set up in year one and nobody has trusted since. Every platform reports its own version of success, the numbers disagree, and decisions get made on whichever screen looks best that morning.
So the first weeks of every Delmonte engagement go to the measurement layer. Pipelines out of the ad platforms, the store, email and the warehouse. Shared definitions for the numbers people argue about, starting with what counts as a new customer and what a contribution margin actually contains. One source of truth the founder and the media buyer both look at.
In our experience this is the least glamorous work we do and the most valuable, because you cannot optimise toward a number nobody trusts. Creative, media and retention all get sharper when the scoreboard is real. That is why measurement is not a service line here. It is the floor the rest of the work stands on.