Work · Ed Hardy · reporting and email
An iconic brand, finally reading from one set of numbers.
We connected Ed Hardy's email, site and paid data across the UK and the EU into one reporting layer, then rebuilt the email programme around the segments that layer showed were actually generating revenue.
Chapter 01 · The section that could not hear the others
Two territories, two data sets, and no way to tell which one was paying.
The UK and the EU ran as separate worlds. Email sat in one platform, site behaviour in another, paid in a third, and every monthly review opened with an argument about whose number was right. Automations were missing, sign up forms leaked, and nobody could say which segment was worth the send. So the team defaulted to sending everything to everyone.
Chapter 02 · What we connected
Connect the sources first. Let the reporting pick the strategy.
We wired email, ecommerce and paid into one attribution view covering both territories, with a weekly report that ranks segments by contribution rather than list size. The rebuild followed the data: flows where the revenue was, forms where the leaks were, and a test framework whose results land in the same report, so every test compounds instead of evaporating.
One view, two markets
UK and EU reported side by side, same definitions, same revenue logic.
Segments ranked weekly
The send plan comes out of the report, not out of the calendar.
Tests that compound
Every result is logged against revenue and carried into the next flow.
Chapter 03 · Who did what
The AI side
Reads both territories overnight
Nine systems watched against thresholds the team set themselves, with a brief written per department before the first meeting of the day.
The human side
Our UK team sends the email
Campaign build, flows, forms and creative done by people in Manchester, priced by the hour, with no model near the copy.
Chapter 04 · The output we were held to
Email went from a cost line to a reported growth channel.
With both territories visible in one place, the team stopped defending numbers and started moving spend toward what the report showed was working. Email revenue has grown year on year since, and the brand now reads the same across site, inbox and social.