Case studiesShow the decision.Then the evidence.
A case study should explain more than what was done. It should show what the business was facing, why a strategy was chosen, what was actually executed, and what changed, measured honestly and in context.
The archive
Detailed project breakdowns are being prepared.
We’d rather publish fewer case studies with full context than a wall of headline numbers. Each one will explain the problem, the strategic decision, the execution and the measurable outcome, and it will appear here once it’s documented and approved for publication.
Context before claims
A number on its own tells you very little.
+200% growth
Hypothetical, not a client result
- 01
Starting point
200% of what baseline?
- 02
Time period
Over a month, a year, compared with when?
- 03
Channel
Which part of the marketing produced it?
- 04
Measurement method
Which tool, which definition, which attribution?
- 05
Business context
Seasonality, launches, market changes?
- 06
Investment
What did it cost to achieve?
- 07
What changed
Which decisions actually caused the difference?
That’s why results in our case studies will always be shown with their period, metric definition and baseline wherever possible.
What our case studies will show
Every case study follows the same honest structure.
Not a highlights reel, a record of the thinking behind the work.
- 01
Context
The business situation.
- 02
Challenge
What was limiting progress.
- 03
What the data showed
The evidence that informed the strategy.
- 04
Strategy
What was decided, and why.
- 05
Execution
The work that was actually completed.
- 06
Measurement
How performance was evaluated.
- 07
Results
Verified outcomes, with period, definition and baseline.
- 08
What we learned
Insight another business can use.
Strategy before tactics
Outputs are easy to list. Decisions are what matter.
Instead of
“We created 30 posts.”
We explain
- Why social media was the right channel
- Who the content needed to reach
- Which messages were used, and why
- How effectiveness was evaluated
Instead of
“We built backlinks.”
We explain
- Why authority was the constraint
- Which opportunities were prioritized
- How relevance was judged
- What changed afterward
Different problems, different systems
The problem decides the combination.
Visibility problem
Acquisition problem
Conversion problem
- UX
- Copywriting
- Landing pages
- Tracking
Brand problem
Retention problem
This is how we approach problems: a methodology, not a list of past projects.
How we measure success
The right metric depends on the problem.
These are the measures we look at by discipline: the framework we work to, not a list of results already achieved.
SEO
- Organic visibility
- Qualified traffic
- Conversions
Paid media
- CPA / CPL
- ROAS, where relevant
- Lead quality
- Revenue
Web
- Conversion behaviour
- Form completion
- User experience
- Performance
Content
- Search visibility
- Engagement
- Qualified traffic
- Assisted conversion
Email
- Engagement
- Conversion
- Retention
Brand
- Often qualitative
- Measured over longer periods
No vanity metrics without context
Useful signals aren’t the same as business impact.
Useful signals
- Impressions
- Followers
- Clicks
- Views
Automatically
- Revenue
- Qualified leads
- Customer growth
- Business impact
Signals can be useful diagnostics. But they don’t automatically become outcomes, so we report them as what they are, alongside the measures that matter to the business.
The services behind the work
Where the work happens.
Our About page explains how we think. Case studies will show how that thinking gets applied. About Banana Marketing
Talk it through