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🧭 Track the full customer journey

From first click to repeat purchases

See which campaigns bring in loyal customers using first-party data with no tracking loss or cookie issues.

🔍 Accurate multi-touch attribution

Clear insight into your channels without black boxes or tracking loss.

Based on real customer data from Shopify. No reliance on pixels or opt-ins, fully GDPR-compliant and server-side.

📊 Real profit per ad

Not per channel but per campaign, creative and cohort.

See which ads bring in customers who keep buying. Track CAC, LTV and payback per campaign, broken down by customer type, product and channel.

For e-commerce brands that want to scale profitably without extra hires for data or performance marketing.

The blind spot of many Ecommerce brands

Smarter Growth, Backed by Real Numbers

dashboard-web-en

Where most brands go wrong with data

🧱 Your data is built on pixels and assumptions

Most tools show clicks and conversions, but not whether customers are actually profitable. You lose data to cookies, ad blockers, and browser privacy restrictions.

🚧 You’re only seeing half the customer journey

You see where someone enters, but not what they’re worth. Without insight into LTV and repeat purchases, you optimise for the wrong metrics.

🎯 You optimise for ROAS, not payback or retention

A campaign may seem successful until you realise customers don’t return. ROAS only tells part of the story, and without insight into retention or profit, you’re flying blind.

Not Another Bloated Agency. Not Another Tool.

You don’t need a team. You don’t need dashboards you won’t use.
You just need one system that is built for you, and run by me.

Why this beats agencies, tools, or yet another freelancer

  • Monthly clarity. Quarterly direction.
  • Weekly ad management (optional)
  • Built and run by a founder
  • No setup. No team required.

VS

  • Paying for both a data & marketing agency
  • Not a black box, but full access to a custom data setup built for your brand
  • Reports with no action or profit clarity
  • Hiring a team just to build and run basic insights

✅ 1. Finally see what’s actually driving growth

No more last-click lies or vague metrics. Get real clarity on which channels, cohorts, and products fuel CAC, LTV, repurchase — and which ones burn cash.

✅ This now cleanly unifies attribution + retention problems, and sets up the system’s big promise.

✅ 2. Engineered for trust, speed, and clarity

Built to answer the right questions fast by someone who understands the decisions you face. GDPR-safe, high-performance, and modeled for real insight.

✅ 3. Like hiring a full team, but without the full payroll

You don’t need analysts, data engineers, or media buyers. You get the output of a full performance team, led by one expert (me) and built to scale with automation and AI.

Leans into your team replacement angle and automation value.

What’s Included

Everything you need to make data-backed growth decisions without hiring a full team or managing a bunch of tools. Delivered monthly. Built and run by me.

📊 Live Dashboard, Built for You

Track key KPIs in real time — no setup, no spreadsheets, just clarity.

🧠 Own Your Clean Data

We sync directly with Shopify, Meta, and Google Ads — your data, unified and ready.

🔍 See What Actually Converts

Identify which channels truly bring in customers, not just what got the last click.

♻️ Know Who Comes Back and Why

See which campaigns and products drive loyalty by customer cohort and product line.

🔁 Full customer insight from first click to repeat purchases

See who comes back, what they’re worth, and when your investment pays off.

🧾 Insights, Not Just Numbers

Each month, you get a short, sharp summary of what’s working and what to do next.

📈 We Can Run Ads Too

Don’t have a team? I can manage campaigns using the same insights that power the dashboard.

🔧 Always Improving

You don’t just get a dashboard — it evolves with your needs, week after week.

Everything is done-for-you, hosted and maintained. You don’t need to touch SQL, hire analysts, or manage setup. It’s your growth engine and I just keep it running.

✅ Growth Intelligence

See exactly which campaigns, products, and customer cohorts are driving growth, not just top-line metrics.

Want to know which SKU gets people to return? Or which campaign brings in high-retention buyers? You’ll get that visibility instantly.

You don’t just see the last click, you see how campaigns contribute across the full customer journey, from first click to repeat purchase. No pixels, no assumptions. Just your data.

Every chart and dashboard is designed for clarity.

You’ll know exactly what to scale, what to fix, and what’s not working.

✅ Data Engineered

Your data flows in automatically, no more manual exports, CSVs, or broken sheets.

The system connects directly to Shopify, Meta Ads, and Google Ads APIs, pulling clean data into your dashboard every day.

Everything is hosted securely and built to scale with GDPR-compliant connections, no flaky third-party tools, and infrastructure ready for fast insights.

You don’t have to worry about compliance or data quality.

The structure behind the dashboard is built like a clean performance warehouse.

That means you can run smarter analysis, feed AI agents, and unlock strategic insights that go way beyond surface-level metrics.

✅ Insight & Optimization

You’ll get monthly reports and insights delivered straight to your team’s workflow whether it’s Slack, Notion, or email.

No PDFs. No long decks. Just short, sharp updates where your team actually works.

Each month, I highlight what’s working, what’s not, and what to do next based on the actual data.

Less “here’s a chart,” more “here’s the move.”

Need help running your Meta or Google Ads? I can manage them directly or work with your current team or agency.

The data becomes your strategic edge, guiding the media buying.

Case Study: From Guesswork to Scalable Growth

How data, insight, and strategy transformed a fast-growing brand into a high-efficiency acquisition engine.

Working in-house as Performance Marketing Manager at ESN (Elite Sport Nutrition), I led strategy on a 7-figure ad budget for the Netherlands and going beyond efficient media buying to uncover high-leverage growth paths through data-driven insight. The result? Scalable acquisition and improved retention.

The brand was growing, but we lacked visibility into which products actually drove customer loyalty.

Repurchase behavior wasn’t tracked in any structured way as it was buried deep inside Shopify reports, with no clear link to acquisition campaigns.

We were acquiring customers, but we didn’t know who stuck around, why they did, or what to double down on.

I built a custom dashboard to uncover insights such as:

  • • Which first-purchase products drove the highest repurchase rates
  • • Customer behavior after purchase, segmented by product, cohort, and channel
  • • High-retention product journeys, focused on sample kits and intro offers

That’s when a key insight emerged:

👉 Product A consistently delivered top performance — both in sales and repeat purchase rates.

Even more interesting, a sample box for Product A already existed and showed strong retention, customers who tried it at a lower price point often returned to purchase the full version.

But there was a catch, the sample box didn’t include the best-performing flavors of Product A.

We fixed that. Then, as a team, we built a campaign around the improved sample box — dialing in the targeting, creative, and messaging to drive high-quality customer acquisition.

This insight, and others like it, helped drive serious performance gains across the board in the Dutch Market:

  • • +125% increase in new customer conversion rate (YoY, 2024)
  • • Over 500% ROAS on new customer acquisition without increasing ad spend

The improved sample box strategy wasn’t the only factor, but it’s a clear example of how aligning data, product, and creative can create compounding returns.

About Me

The smartest growth comes from being a little lazy.


I’ve always had a tendency to avoid unnecessary effort, but instead of fighting it, I built a career around it.

As a Performance Marketing Manager, I learned that scaling profitably isn’t about doing more, it’s about doing what matters, and cutting everything else. That’s what led me to automate workflows, build custom dashboards, and focus obsessively on customer quality and retention and not just surface-level conversions.

That’s the idea behind Be Lazy Smart:

A lean, high-leverage system for ambitious ecommerce brands which is built to turn ad spend into customer equity.

What Drives Me

  • I’m performance-driven because I care about results.
  • I’m data-driven because I hate guessing.
  • I only run A/B tests that can actually change business outcomes.
  • No fluff. No random experiments. Just real levers that move profit.
  • I run this solo, delivering the power of 5 people and 10 tools through automation and clean data.

Roadmap: Built for What’s Next

This system gets smarter over time, just like your business.

I’m not building a static service. I’m building a hybrid marketing and data engine that evolves — with automation, AI, and strategic clarity at its core.

What’s live today — the core of profitable, data-driven growth:

  • • Azure SQL warehouse with Shopify, Meta, and Google Ads APIs
  • • Power BI dashboards: CAC, LTV, ROAS, retention, cohorts, products
  • • Weekly strategic insight reports delivered directly
  • • Optional ad management (Meta, Google)

Next step: automating the manual execution layer of performance marketing.

  • • Auto-generate Meta ads based on proven inputs (product, copy, creative)
  • • Pre-build campaign structures and naming conventions
  • • Auto-sync winning assets from dashboards directly into ad accounts
  • • Reduce time on ops — focus more on strategy

With clean data and automation in place, I’ll begin integrating OpenAI within Azure to:

  • • Build marketing AI agents to suggest campaigns, budgets, and creatives
  • • Deploy analyst agents to summarize key shifts in performance
  • • Automate stakeholder reporting with natural language insight delivery

Exploring Notion (or another system compatible with Azure) for:

  • • Strategy documentation
  • • Insight tracking
  • • Campaign notes
  • • Integrated project workflows

Long-term experiments I’m watching:

  • • AI-assisted creative testing
  • • Predictive LTV modeling based on first-purchase behavior
  • • Fully autonomous media loops

FAQ

For Founders & Business Stakeholders

Most brands are fully onboarded in 2–4 weeks. That includes data access, dashboard setup, and your first strategic insights. You don’t need to lift a finger — I handle everything end-to-end.

None. Everything is hosted and automated. You’ll get access to a live dashboard and weekly insights — delivered directly (Slack, Notion, or email).

No. You don’t need analysts, engineers, or BI specialists. I build and maintain the system — and deliver strategic takeaways you can actually use.

Not necessarily. It helps you spend more effectively — by knowing which products, campaigns, and channels drive profit, not just conversions.

The entire stack runs on Azure, with GDPR-safe API connections and structured, audited data models. We do not store any sensitive personal data such as names, email addresses, home addresses, or IP addresses.

The system only uses essential, non-identifiable business data (like anonymous order and transaction references) needed for performance tracking and marketing attribution.

No flaky third-party tools. No unnecessary data collection. 100% focused on privacy and compliance.

For Marketing Teams & Performance Leads

Currently: Shopify, Meta (Facebook/Instagram), Google Ads (incl. PMax), and optionally TikTok. More can be added on request.

No problem — but most tools show blended, surface-level metrics. I offer custom attribution, retention tracking, and deeper insights those tools can’t. We can run both in parallel if needed.

Yes — ad management is optional. I can manage campaigns directly, or work alongside your internal team/agency using the data to guide them.

You get a weekly insight report — short, strategic, and written by me. Delivered via Slack, Notion, or email — whatever fits your workflow.

Perfect. That’s where this shines. The system is built to handle product-level and cohort-level analysis — even across hundreds of SKUs.

Content isn’t a service I offer — but I’ve worked closely with creators, video editors, and UGC teams in the past. I’ve written scripts, structured B-roll, and helped direct UGC campaigns for Meta and Google ads. So while I don’t produce content, I understand what makes it convert — and I can speak the same language as your creative team.

Common Practical Questions

I offer a free consult to walk you through the system and dashboard logic. After that, there’s a monthly retainer — no long-term lock-in unless you want one.

Month-to-month by default. Most brands stay because the system gets smarter and more valuable over time.

Yes — it’s built in Power BI and accessible via secure link. I can also create custom views for Finance, Marketing, or Ops teams.

Not by default. You’ll get access to the custom dashboard, which includes all the key metrics you need — CAC, LTV, ROAS, cohorts, retention, and more.

If you’re on a managed plan or enterprise setup, we can scope raw SQL access or custom views — but that’s offered case-by-case depending on the project and stack.

Almost. The only extra costs are two essential Microsoft cloud services, billed directly by them:

  • 1. Azure SQL Serverless – this powers your cloud data warehouse. It’s optimized to run just once per day (or weekly), and typically costs less than €30/month.
    (This covers up to around 500,000 to 1 million total orders in your database.)
  • 2. Power BI Pro – required to view, refresh, or share dashboards. Microsoft charges €10 per user/month for this license.

Everything else — setup, automation, transformations, and support — is fully included in the retainer.

There are no surprise charges, and if your business grows past this level, we’ll help you scale the solution accordingly without any disruption.

By default, I host the entire data pipeline — including the SQL warehouse, APIs, logic layers, and dashboards — on my own infrastructure. This keeps things simple, fast, and cost-efficient for you.

You’ll always have full access to the results — dashboards, metrics, and reports — and can export them anytime. However, the underlying warehouse, processing logic, and scripts remain proprietary and part of the service.

If you prefer to have everything hosted in your own Azure environment with full control, that’s absolutely possible. Just note that setup and licensing costs would apply, due to the custom attribution models, cohort logic, and automation built into the system.

Let's start a project

This system gets smarter over time — just like your business.

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    TQBonos
    thinh.nong@belazysmart.com
    KvK-nummer 72656077
    BTW: NL002349087B22