Home / The ADAM method / Analyze
Analyze!
Understand before you move — on the real data, not waiting for a report.
The first phase of ADAM is the most underrated and the most decisive: understanding where you actually start from. Market, competition, positioning, and above all your own numbers. This is where AI changes everything: instead of waiting for exports and reports that arrive late, we wire it live into your systems — website, ecommerce, ad accounts, email — and have it read the real data, cross-reference it and turn it into a handful of prioritized decisions. Three years of data can become a 90-day action plan. But the judgment on where to go stays yours.
The services in the Analyze phase
- Marketing audit
- Strategic marketing plan
- Brand personality
- Kapferer’s Prism
- Evolving your marketing department
- Artificial intelligence
These are the levers of the phase: which ones you use depends on how much you already know about your market.
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THE PRINCIPLE
DECIDING ON FACTS
Without data, it is just an opinion.
Most marketing decisions get made like this: on a feeling, by copying a competitor, or on the latest idea from a meeting. We start from the opposite end. A decision is worth as much as the data underneath it — and for years the problem was that the data was slow, scattered, buried in exports nobody kept current. AI has removed that excuse. Today it can read sales and campaign numbers in real time, cross-reference different sources, clean out the duplicates and tell us, in black and white, where you are growing and where you are losing. Not to replace the head that decides: to put it in front of the facts, before a single euro moves.
“To know how sales and campaigns are doing you no longer have to wait for reports and exports.”
— The principle of the Analyze phase
The Analyze phase in practice
How we find out where you really are.
A selection of the services in this phase: this is almost always where we start, the rest is decided by the analysis.
Where you are, where the competitors are, where there is room.
Who you are and why anyone should choose you: name, voice, signs.
The model we use to map a brand identity.
Research and data, accelerated, without losing rigor.
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DIAGNOSIS
WHAT THE ANALYSIS FINDS
Open the ones that apply to you.
Each one is a real problem the analysis brings to the surface — with the numbers in hand.
Where you are losing sales inside your catalog
When an online catalog is a maze — unlinked variants, duplicates, isolated pages — cross-selling is lost and SEO suffers. The analysis maps the real structure of the catalog and shows where it breaks, even across tens of thousands of products. Proof: on an ecommerce with 60,000+ products we isolated the variants of the same model that had been left unlinked.
How much ad budget you are burning (and where)
“I spend on ads but I do not know what works.” AI wired straight into your accounts reads real spend and results, and finds the waste and the audiences that do not convert. Proof: a campaign audit using your own first-party data as audiences, before touching the budget at all.
What to do in the next 90 days (not just “how it went”)
Waiting for reports and exports means deciding on data that is already old. The analysis cross-references the real numbers and turns them into a few prioritized actions. Proof: years of historical data turned into a 90-day action plan, in order of impact.
Which content is holding you back on Google
Old, duplicated or badly written content drags the whole site down. AI gives every piece an objective score and says what to refresh, merge or delete, along with the technical errors and internal links to fix. Proof: an engine that measures how well a text is written and exposes the empty phrases.
What your customers actually think
Reviews, surveys and feedback collected and never used are a goldmine. AI reads them to pull out recurring themes and real sentiment, to be turned into fixes and into messages for the campaigns. Proof: analysis of feedback and customer bases used for strategy and advertising.
How ready your company is for AI
Plenty of companies use AI at random, or stand still while competitors run. The analysis measures how ready you are and says where it makes sense to start. Proof: an assessment of data, processes and tools, with the priorities already sorted.
Where you grow and where you lose, in one view
Store, advertising and email live apart and nobody sees the whole picture. The dashboards bring the sources together — KPIs, trends, top products and brands — with the data deduplicated. Proof: interactive multi-source dashboards showing real margin and real trend.
The information you already have, but scattered
Data and decisions spread across email, chats and files turn every analysis into archaeology. AI gathers and sorts it all into clear, checkable documentation, so the analysis starts from solid ground. Proof: scattered information put in order as documents you can actually consult.
Every finding already comes attached to the action that resolves it: the analysis is not a photograph, it is the start of the work.
Since 1995 · we read the signals
Every so often, in marketing, a UFO lands.
The web, Google, social, and now AI: every turn is an unidentified object that splits the world between those who deny it and those who get it. Analyzing a market means recognizing one as it lands. We have been doing that for thirty years.
LIVE DATA → DECISIONS
Three years of data, a 90-day plan.
It is the problem we hear most often: “to know how things are going I have to wait for someone to prepare a report.” By the time the report arrives, it is already old. Our analysis phase works the other way round: AI connected to all your systems reads the real numbers, cross-references them and turns them into a few prioritized decisions, always current.
In an audit we can take years of historical data and get a concrete 90-day action plan out of it — not a document to file away, but a list of things to do in order of impact. That is the difference between “knowing how it went” and “knowing what to do on Monday morning”.
ADAM phase · Analyze
Live data reading · historical audit → 90-day plan
BEFORE DECIDING, WE ANALYZE
The analysis that changed their next move.
A SINGLE POINT OF TRUTH
A dashboard that brings it all together and does not lie.
The first job of the analysis is to make data talk that usually lives apart: the online store on one side, the ad accounts on another, the email somewhere else again. We build interactive dashboards that bring them into one view — KPIs, trends, the products and brands that sell most, where margin grows and where it evaporates.
And we do it with a care you normally only see in serious software: deduplicating the data, because a number counted twice is worse than a number missing. The result is a single point of truth: not one department’s optimistic version, but the real picture of the company.
ADAM phase · Analyze
Multi-source business intelligence · deduplication · KPI/trend
Phase 01 · Analyze
It is a capital mistake to theorize before one has data.
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IN PRACTICE
WHAT WE ANALYZE WITH AI
Four readings, one shared conclusion.
01 — LIVE DATA
Your numbers, live
Sales, traffic and campaigns read from the real systems, not from late exports.
02 — PLAN
Historical audit → plan
Years of data turned into a prioritized 90-day action plan.
03 — CUSTOMER VOICE
The voice of the customers
Reviews, surveys and feedback read by AI to pull out themes and sentiment you can act on.
04 — READINESS
How ready you actually are
Data, processes, tools and people: where AI can start right away and where it cannot.
THE PRINCIPLE
AI reads and sorts. The conclusion we draw together.
On your real systems, with credentials protected. The strategic conclusion we draw together, with you.
Positioning strategy
The 3C model: finding the winning ground.
The Japanese economist Kenichi Ohmae boils it down to three forces: what the Customer wants, what your Company does best, what the Competitors are doing. Positioning lives where the three meet.
THE GOLDMINE YOU DO NOT READ
You already have the answers. They are in the feedback you do not read.
Almost every company collects reviews, surveys and customer data — and then never uses them, because reading it by hand is endless work. In the analysis phase we have AI read those mountains of text to pull out the recurring themes and the real sentiment: what your customers genuinely value, where they complain, which words they use.
From there we get concrete findings — on what to fix, but also to use in the campaigns, because the sentence that converts has often already been written by a customer in a review. The same goes for the information scattered across email, chats and files: AI gathers it and sorts it into clear, checkable documentation.
ADAM phase · Analyze
Feedback and review analysis · sentiment · putting the information in order
THREE CAPABILITIES THAT FIT TOGETHER
The audit that does not end up in a drawer.
The trouble with a lot of audits is that they close with a nice document and no consequences. Ours does not, because it comes from three capabilities fitting together: the AI reading live data from your systems, the business intelligence turning it into a strategic reading (with the objective score on content quality), and the ability to actually intervene — because whoever did the analysis is also whoever puts their hands on the site afterwards.
So the analysis is not a photograph, it is the start of the work: every problem found is already attached to the action that resolves it. On the advertising side, the same method: a campaign audit with your own first-party data used as audiences, to see where you are burning budget before you touch it.
The recipe
Analyze (live data) + Business intelligence (BI + quality) + hands on the site
BLUNTNESS
The truth first. Even when it is uncomfortable.
The analysis phase is where we say things as they are, and it is why clients trust us. Sometimes the data tells a different story from the one the company expects: the product you are betting everything on is not the one with the best margin, the channel you keep investing in is losing, the campaign that “has always done well” brings clicks but not sales.
We tell you, with the numbers in hand — because an ugly truth beats a pretty lie. And when the analysis is honest, the next phase becomes easy: once you really know where you start from, Designing the right strategy and identity is simply what follows.
Do you really know
where you are starting from?
The analysis is free because everything starts there. We connect AI to your systems, read the real numbers and tell you where you grow, where you lose and where it makes sense to start — with a plan in order of impact. No fluff, with the right brakes, and with the usual bluntness.