How I report case study numbers
One standard, applied to every case study on this site. Linked from each of them so it can't drift.
Where the figures come from
Every number is from my own operating period on the account — the months I was personally running or leading the work, not the brand's lifetime performance. Where a figure predates or postdates my involvement, it isn't claimed.
What gets published
The reasoning, in enough operational detail that another practitioner can judge whether I actually did the work — including the parts that failed and the point at which each approach stopped scaling.
Not the underlying account data. That belongs to the companies I worked with, whether they employed me or hired me, and it stays theirs after an engagement ends.
How precision is handled
- Approximations are marked as approximations. Where I'm working from recall on an older engagement, figures appear as “roughly” or “around” rather than as false precision.
- Missing numbers are stated, not estimated. If I don't have a metric, the case study says so explicitly instead of reconstructing a plausible figure.
- Figures are internally consistent. Spend, revenue and efficiency numbers in a single case study should cross-check against each other. If they don't, that's an error worth reporting to me.
Employment versus consulting
Every case study states whether the work was done in-house as an employee or externally as a consultant, along with the role title and dates. These are different claims and shouldn't be blurred: an in-house growth role over two years and a three-month advisory engagement are not the same kind of evidence, even when the results are comparable.
What third-party proof does and doesn't establish
Where recommendations, awards or public coverage exist, they're linked. What they establish is that the role and the working relationships were real — they do not verify the performance figures, and I don't present them as if they do.
Corrections
If you worked on any of these accounts and something here is wrong, tell me and I'll correct it. Get in touch.