I help omnichannel DTC / retail / ecom brands reallocate marketing spend to grow profit and cash flow.

When spend scales, the real leak usually isn’t overspending.
It’s confidently funding customers and channels that don’t compound.

After we work together, you’ll have an answer to one question:
“Where should the next dollar go (and not go) to maximize profit over the next 90 days?”

So you can:

✔️ Double down on the channels that recruit high-margin repeat buyers
✔️ Stop subsidizing the channels that mostly drive one-and-done / low-margin customers
✔️ Execute a clear Cut / Scale / Fix plan (with specific budget moves + priorities)
✔️ Activate a scored + segmented customer dataset to:
      ✔️ focus retention spend on the highest-profit customers
      ✔️ build high-value acquisition audiences (lookalikes) to recruit more of them

I’ve done this with premium consumer brands and national retail networks (1,000+ locations), where the real game is customer quality + channel economics.

If you’re a CEO / CMO / Growth lead and want a clean answer to “where should the next dollar go?”, book a quick 20-min walkthrough here: https://calendly.com/vert-ai/discovery.

If timing isn’t right, DM “PROFIT” and I’ll send the exact inputs + a sample Cut/Scale/Fix memo.

Stop debating attribution models until you have passed the truth test.

Most marketing teams are trying to run a marathon (MTA/MMM) before they can crawl (cohort profitability).

The result? Dashboards that look sophisticated but bleed cash.

We enforce a strict 3-Tier Hierarchy of Evidence:

Tier 1: The Truth Anchor 
- Metric: Margin LTV:CAC by Acquisition Source.
- Source: Hard transactional data (Shopify/Stripe/ERP).
- Role: This is the bank account. If the model disagrees with this, the model is wrong.

Tier 2: The Optimizer (Directional) 
- Metric: Multi-Touch Attribution (MTA).
- Gating Requirement: High Identity Match Rate (>60%).
- Role: Day-to-day bidding and creative optimization.

Tier 3: The Strategist (Incremental) 
- Metric: Marketing Mix Modeling (MMM).
- Role: Allocating budget across un-trackable channels (TV, OOH, Podcasts).

The mistake 90% of brands make: They skip Tier 1. They try to use Tier 2 to prove profitability. That's not data science. That's hallucination.

Build the Anchor first. The rest is just optimization.

Guillaume Belisle

Most marketing budgets are a black box. You're investing heavily but can't definitively prove which channels are driving profitable growth.

For over five years, my work has focused on optimizing marketing investments for leading brands in global retail, DTC, and luxury goods. I didn't just design the strategies; I led the hands-on implementation of the AI and data systems that deliver tangible results.

That's why I founded Vert AI: to bring these enterprise-proven, results-oriented frameworks to ambitious marketing leaders.

Our approach is to meet clients where they are and guide them through the entire data maturity lifecycle. This can start with:

✔️ Foundational Analysis: For leaders needing immediate clarity, we begin with a targeted deep dive—like an ICP Analysis to identify your most profitable customers, or an ROI Audit to optimize your marketing spend.

✔️ Strategic Planning: For those ready to build a long-term plan, we develop a comprehensive AI Readiness Assessment, creating the full, ROI-focused roadmap for your data-driven future.

✔️ Partnership & Implementation: For clients with a clear plan, we provide Custom Solution Development to build the necessary AI models and data systems, along with Ongoing Strategic Partnership to ensure long-term success.

If you're ready to move from ambiguity to a clear, profitable data strategy, I invite you to book a complimentary discovery call.

⬇️ You can find a time on my calendar here:
https://calendly.com/guillaume-belisle-vert-ai/discovery

Founder @ Vert AI | Profitability Engine for omnichannel consumer brands | Grow profit + cash flow by reallocating budget

Complexity is where bad unit economics go to hide.

Most brands think they need a Customer Data Platform (CDP) or a new warehouse to solve their profit problems. They don’t.

They need three boring exports.

If you can’t answer these two questions with 100% confidence, your tech stack is just expensive decoration:

1. Who are the customers that actually compound profit? (LTV > CAC)
2. Where did we find them? (Channel profitability, not just ROAS)

The fastest path to decision-grade clarity isn't a new tool. It is a spreadsheet with these three tabs:

1. Order File: (ID, Timestamp, Customer_ID, Revenue)
2. COGS Ledger: (Directional Contribution Margin is fine)
3. Spend Report: (Daily spend by Channel)

That’s it.

If you have those three, you can build a cohort profit anchor. You can stop debating attribution and start killing the spend that doesn't compound.

Don't let perfect data be the enemy of profitable decisions.

The most expensive leak in your P&L is the one you can't see.


Most brands allocate millions based on CPA (cost per acquisition). But they ignore CPQ (cost per quality customer).

The result? You efficiently acquire customers who destroy your margin.

We built a simple Profit Leakage Calculator to quantify exactly how much money is evaporating between your dashboard ROAS and your bank account profit.

The inputs are boring (as they should be): 

• Annual Revenue 
• Gross Margin 
• Monthly Ad Spend 
• AOV

The output is critical: 

• The estimated "silent churn" cost. 
• The net profit upside of shifting spend to high-LTV cohorts. 
• The exact ROI of fixing the measurement gap.

We stripped away the complexity. No login required. Just math.

Link is in the comments. 

Warning: The cost of the gap is usually higher than most founders want to admit.

Blended ROAS is a vanity metric.

It answers a lazy question: "Did we get revenue today?"

It ignores the vital question: "Did we buy customers who will compound profit tomorrow?"

Here is the pattern we see at scale:

A channel can look "efficient" on CPA while recruiting one-and-done buyers who quietly degrade your margin.

In a blended view, the good channels subsidize the bad ones. You aren't diversifying your mix. You are diluting your profit.

If you want a fast sanity check, stop debating attribution and look at these 3 metrics:

1. Margin LTV:CAC (By Channel) Directional is fine. Just separate them to see the variance.

2. Payback Velocity (By Cohort) How fast does the cash actually return?

3. Repeat Rate (90/180 Days) Are you buying loyalists or tourists?

If those metrics vary by 2–4× between channels, your blended view is hiding the truth.

Are your budget decisions driven by CPA / ROAS? Or by cohort profit?

Benchmark question (most teams can’t answer this cleanly):


“Which channel recruits your highest-margin repeat buyers?”

I don’t want to know: 

- Which channel gets the cheapest first purchase (CPA).  
- Which channel looks best inside Ads Manager (ROAS).

I want to know: 

- Which channel brings the customers who actually compound profit over time.

Most teams can't answer this. They can tell me the cost of the click, but not the value of the human behind it.

If you can’t answer this confidently, you don’t have a marketing problem. You have a measurement problem.

And that blind spot is exactly where your budget goes to die.

taplio

Guillaume Belisle's Linkedin Analytics