Scott Desgrosseilliers
Recent posts by Scott Desgrosseilliers
4 min read
Why High ROAS Isn’t Enough : Scaling with the Outcome Force
Here’s a scary truth for eCommerce operators: you can have great ROAS and still be wasting money. Many campaigns look profitable in-platform, but in reality, they’re recycling customers you already have, giving you an inflated sense of performance.
Topics: Wicked Reports Marketing Attribution ad spend optimization eCommerce Strategy Five Forces Methodology Outcome Force Scaling Growth
9 min read
Why Your Ad Dashboard Is Lying — And What It's Costing You
A real conversation with the Tier 11 team about what happens when the scoreboard is wrong — and what it costs you every single month.
Topics: Wicked Reports Digital Marketing Insights New Customer Acquisition Cost (NCAC) marketing_attribution_platform fix ROAS nmer
4 min read
Data Isn’t Power — Action Is
If your data doesn’t change your behavior, it’s decoration. Here’s how the Action force turns attribution into execution.
From data to decisions
Metrics alone don’t grow your business. If your data doesn’t change your behavior, it’s just decoration.
Topics: Wicked Reports marketing ROI marketing strategy Decision Making Five Forces Methodology Ad Attribution Data Analytics Meta Ads Optimization
4 min read
Are Your Campaigns Failing — Or Are You Just Measuring Too Soon?
The Expectation force fixes false negatives, aligns your Northstar KPIs, and gives you confidence in your ad spend.
Topics: Wicked Reports Marketing Attribution performance marketing Data-Driven Decisions Ad Scaling Strategy eCommerce Operations Measurement Windows
4 min read
Why Your Best ROAS Campaign Might Be Hiding Your Growth Problem
Align campaign intention with the right metric — and finally make dashboards mean something.
Topics: Wicked Reports Marketing Attribution ecommerce growth ROAS vs ROI new customer acquisition Performance Marketing Strategy Campaign Intention
3 min read
Marketing Success Isn’t Luck — It’s a System
Introducing the Five Forces that turn marketing data into predictable, profitable growth.
Topics: Wicked Reports performance marketing Data-Driven Marketing eCommerce Strategy Marketing Operations Scaling Shopify Five Forces Methodology
8 min read
Attribution Isn’t Your Problem. Decisions Are.
Most ad accounts don’t have an analysis problem. They have a decision problem.
Teams stare at dashboards every day. They debate numbers. They argue attribution. They wait. And while they wait, money leaks out of the account. Not because they’re running obvious losers — but because they’re letting quiet losers linger for weeks.
Topics: Wicked Reports performance marketing Marketing Analytics Customer Acquisition growth marketing Scaling Paid Media Ad Optimization Marketing Operations Decision Making
5 min read
Meta Customer Acquisition in 2026: Signal Architecture, Not Audiences
The Meta acquisition game has changed.
And if you’re still trying to win it with audience hacks, you’re already behind.
Topics: Wicked Reports lower ncac meta ads meta signal architecture meta retargeting trap meta customer acquisition meta ads optimization 2026
4 min read
Why One KPI Is Breaking Your Marketing (And What to Do Instead)
Measure by intention, not by ego metrics — and unlock calmer decisions, faster growth, and more profitable scaling.
Watch the full video here.Topics: Wicked Reports roas Marketing Attribution Marketing KPIs growth marketing eCommerce Analytics Platform Measure By Intention new customer acquisition
3 min read
Why 7-Day Attribution is Killing Your 2026 New Customer Acquisition
Short attribution windows undercount top-of-funnel success and train marketers to cut profitable long-term campaigns. To scale in 2026, brands must measure "Delayed Profit" using cohort lifetime value.