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No Shortcuts: How Deep Business Understanding Drives Real Growth

No Shortcuts: How Deep Business Understanding Drives Real Growth - Image 1

The Challange

JANICE's founder approached sixtynine with a straightforward question: "I want to double my revenue: how can I do it?" That was it. No brief, no predefined scope. Just a goal. The challenge for us wasn't just answering that question. It was understanding an entire business we knew nothing about, and building a strategy from scratch.

The Approach

Before we could advise anything, we had to understand everything. We positioned ourselves not as an agency executing tasks, but as growth consultants. The first step wasn't doing; it was learning. Through a deep discovery phase: we mapped JANICE's customer journey, audited every active marketing channel, analysed the purchase funnel, and identified where the real problems and opportunities were hiding.

The Case

Discovery & Growth Strategy

We spent weeks diving into JANICE's business. We mapped the full customer journey: from first touchpoint to repeat purchase, and analysed every channel: Google Ads, META, email marketing, and organic. What we found was telling.

Attribution was broken. JANICE had no reliable way of knowing which channels were actually driving revenue. META campaigns showed promising ROAS numbers, but the data couldn't be trusted. Google Ads was active but underperforming, with campaigns structured in ways that limited their potential. Email existed, but wasn't doing the heavy lifting it should have been.

We also looked at the purchase funnel. Conversion rates on the webshop were below industry benchmarks, and there were clear drop-off points that could be addressed. The product data and site structure had room for improvement too.

All of this was compiled into a comprehensive document covering the full analysis, a revenue simulation model, and a phased roadmap for growth.

What we did:

  • Full customer journey mapping across all touchpoints

  • Channel-by-channel audit (Google Ads, META, Email, Organic)

  • Purchase funnel analysis with conversion benchmarks

  • Attribution analysis and identification of tracking gaps

  • Revenue simulation modelling with different growth scenarios

  • Growth roadmap with prioritised, phased recommendations

Final Good

Email Marketing

Based on the findings from discovery, we started where the impact could be most immediate: email. JANICE was using email marketing but the flows were either inactive, incomplete, or underperforming.

We optimized the existing email flows, built new ones, and improved segmentation to make sure the right message was reaching the right customer at the right time.

Email was a deliberate first step: it doesn't require additional ad spend, and for a brand with an existing customer base like JANICE, it delivers compounding returns.

What we did:

  • Audit and optimization of existing email flows

  • Built high-priority revenue flows

  • Set up lifecycle flows: birthday, customer winback or anniversary

  • Improved audience segmentation for more targeted messaging

  • Automation setup to reduce manual effort and increase consistency

Ongoing Growth: PPC & Content

With the foundation in place, we expanded into paid advertising and content strategy. Google Ads campaigns were restructured and a content plan was built to support organic growth over time.

What we did:

  • Google Ads audit and campaign restructuring

  • Content planning and production support

  • META advertising review and recommendations

Data and attribution

None of this works without reliable data. When we started, JANICE had no clear picture of what was actually driving revenue. They had inflated metrics, broken attribution, and no way to make confident decisions. We built the tracking and data infrastructure needed to change that.

What we did:

  • Implemented proper tracking and attribution systems across all channels

  • Replaced inflated metrics with accurate performance data

  • Built a reliable foundation for data-driven decision making

  • Implemented proper tracking and attribution systems so every marketing euro could be traced to results

  • Built a reliable data infrastructure, replacing inflated metrics with accurate performance data for smarter decision-making

Partnership today

Today, we operate as JANICE's strategic partner across branding, marketing strategy, and growth execution.

As the partnership continues to expand, so does the work: sixtynine.digital is building the digital infrastructure for JANICE's next growth chapter. This includes the development of a new B2C webshop for higher conversions , a dedicated B2B platform to professionalize and scale wholesale, and an AI-powered assistant to enhance customer service and streamline internal processes. The full case study can be found on the sixtynine.digital website.

Everything is designed to work as one ecosystem: product data, payments, shipping, search, analytics, and marketing tools, everything connected so that growth in one area feeds growth in another.