Verdict 90
Ninety days directing the decisions the Radiografía confirmed.
Verdict 90 is not an SEO, Ads or CRO retainer. It is a direction cycle: it turns the decisions confirmed in the Radiografía, our in-depth diagnosis, into actions with an owner and a date, oversees their execution with your team and your suppliers, and checks whether the metric moves.
How the cycle works.
There isn't a month of analysis, another of planning and another of presenting. Execution starts in the first few weeks and the investigation carries on until the end.
- Starts from what is confirmedThe Radiografía decisions you confirmed. Anything provisional comes in marked as such, with its risk and its review date.
- Turns it into actionsWhat is done, why, who does it, what it depends on, which metric should change and by when. Without a metric and a deadline written down beforehand, the action isn't approved.
- Oversees executionAnything blocked gets chased, not just noted. Dependencies and blockers are logged, along with who unblocks them.
- MeasuresAgainst what was written down before starting. Nothing is presented as a result while its measurement window is still open.
- Keeps, corrects or stopsEvery action ends with a verdict. An action with no effect is also information, and often the most useful of the quarter.
- ClosesA review of decisions and results, a reasoned backlog of what remains and, if it makes sense, a continuity proposal or the close of the project.
What it includes, and where the limits are.
Nobody can execute every discipline of an eCommerce expertly and without limit at the same time. Pretending otherwise is the fastest way for the service to fail, so the limits are written down before starting.
- AnalysisKeeping the sources connected, cross-checking them, investigating what comes up and measuring results.
- DirectionDeciding the order, designing the actions, preparing and running the meetings, and keeping the record.
- CoordinationSpecifying the work for your team, your agency or your developer, reviewing what they deliver and unblocking.
- Our own implementationBounded and stated in the proposal. Whatever doesn't fit is quoted separately, done by your team or goes to the backlog.
Can be included, if the proposal includes implementation
- Fixing measurement and conversions
- Structural changes in Google Ads
- Merchant Center feed fixes
- Catalogue adjustments: titles, categories and attributes
- One-off SEO on key pages
- Redirects and specific technical fixes
Never part of the cycle
- Day-to-day campaign management
- Custom development, themes or migrations
- Store redesign
- High-volume content or creative
- Setting up an email platform from scratch
- Technical support, customer service or operations
Whatever isn't included gets specified (that part is included) and is carried out by whoever is responsible. The number of workstreams open at the same time is limited: if a new one comes in, another one goes out, and that is written down.
Who does what.
Direction doesn't replace your team or your suppliers: it organises them. This is what falls to each.
| Work | Verdict | Your team | Third parties |
|---|---|---|---|
| Access, costs and financial data | Specifies what is needed | Provides them | Not involved |
| Priorities | Proposes and gives reasons | Confirms or vetoes | Not involved |
| Included implementation | Carries it out | Grants permissions | Not involved |
| Larger implementation | Specifies and reviews | Approves the budget | Carry it out |
| Content and creative | Defines the brief and the criteria | Approves | Produce it |
| Ongoing channel management | Directs and reviews | Not involved | Manage it |
| Stock, pricing and purchasing | Analyses and recommends | Decides and executes | Not involved |
| Measuring results | Carries it out | Not involved | Not involved |
You keep the veto. If you veto a decision, the veto and its reason are recorded. It is reviewed again later, with data.
Everything is written down.
The record is what makes it possible, months later, to tell a conscious bet from an oversight.
- Every decisionWith its reason. And if it was taken with incomplete information, with the risk and the date on which it will be reviewed.
- What is provisionalKept separate from what is confirmed. A provisional decision expires on purpose: if nobody reviews it, it goes back on the table.
- Changes of mindIf new data contradicts a decision, a review is opened with the reason. Changing your mind on the evidence is the right thing to do.
- MistakesOurs are recorded just like everyone else's.
What isn't promised, and what you keep.
The commitment is to the process, not to a financial result within the window: sources connected or their absence explained, decisions with reasons, actions activated within scope and honest measurement of what was activated.
- Guaranteed growth in 90 days.Many eCommerce levers take longer to pay off. Promising it would turn the service into a gamble.
- Results ahead of time.Anything whose measurement window hasn't closed yet is presented as open.
- Doing everything at once.With every workstream open, nothing gets directed.
- Executing any discipline without limit.Whatever doesn't fit is specified and handed over, not faked.
When the cycle ends
You keep the decision log, the business model, the reasons and the reasoned backlog, with no lock-in and no information held back. If there is no continuity, the dashboard stays as a dated snapshot: the data stops updating, and we say so before signing.
Continuity, only if needed.
It is neither compulsory nor automatic. When the cycle closes, it is proposed with a specific scope, or the cycle closes cleanly.
- MonitorNew constraints in acquisition, margin, stock or sales concentration.
- ReviewThe decisions that are still open and those that have reached their date.
- MaintainMeasurement, so that the figures stay comparable.
- Open a new cycleWhen another priority appears that deserves direction.
A next cycle is only proposed if there is something left to decide; your data and your record are yours either way.
Without confirmed decisions there is no cycle to direct.
Verdict 90 comes after the Radiografía, and the Radiografía after a Scan. The first step is free and asks for no access.