We scale ecommerce startups with
data-first growth systems.
Crux is the growth consultancy that installs a data-driven operating system in your business. Built by operators who've scaled world renowned DTC brands, combining trusted data infrastructure with strategic growth advisory.
We Transform Your Data
Get clean, analysis ready data
Ecommerce Platforms
Shopify
Meta Ads
Google Ads
TikTok
GA4
KlaviyoBusiness Logic
Financial ForecastCOGS & FulfilmentProvide You With A Growth Co-Pilot
A proven growth operator in your corner with analyst grade insights
Dashboard Suite
3-9 Advisory Hours / month
AI Accessible InsightsAnd Install Your Growth System
We build your growth system one capability at a time
Operator experience from:
You've got 20 growth initiatives and no idea where to focus.
You're chasing growth, not systemising it.
You know you should be improving retention, fixing attribution, scaling creative, and expanding channels. But without a system to prioritise based on data, everything feels equally urgent and nothing gets the focus it deserves.
Data everywhere, insights nowhere.
Revenue in Shopify. Costs in Meta. Attribution in Triple Whale. LTV in Lifetimely and a spreadsheet trying to hold it all together. Growth decisions built on fragmented data are expensive guesses dressed up as strategy.
You tried the tools. They didn't fit.
Triple Whale, Polar, Lifetimely, Klar. You've paid the subscriptions, watched the demos and ended up back in spreadsheets. Your business isn't a template. Your growth system shouldn't be either.
We work with ambitious Shopify brands looking to scale quickly and profitably. They seek guidance from proven operators who have scaled multiple businesses and made the mistakes (so you don't have to) along the way. They know they need to move fast but lack the systems and processes to execute growth consistently.
We install a growth system
that compounds.
We start every engagement by installing a unified data layer in your business: a properly modelled, tested, transparent source of truth built on BigQuery that you own. Then, working alongside you as a growth partner, we help you identify the core growth levers, build frameworks to measure and prioritise them, and set up the systems to test against them relentlessly.
Bespoke KPI Tracking
Your data warehouse, dashboards, AI analyst and automated health monitoring, tailored to the metrics that matter for your business. Daily triage, weekly insights and a single source of truth you own.
From £399/month · Platform-only access
Operator Advisory Hours
Regular check-ins and ad-hoc analysis from operators who've scaled DTC brands before. Growth strategy, prioritisation, experiment design and review. Direct access, not a helpdesk.
From £759/month · 3–9 retainer hours
The Growth System
A set of capabilities installed progressively via fixed-scope sprints: Growth Audit, Forecasting, Experimentation, Growth Operations and Strategy. Start and pay for only what you need.
Capability sprints · From £749
From fragmented data to
compounding growth.
A system of capabilities that reinforce each other: the more we layer in, the more efficient the whole thing gets. We start with the data foundation, then roll out the rest a component at a time via pre-agreed sprints, so we only focus on your current gaps.
Data Foundation
Unify every platform into one source of truth.
Clean, trusted data conformed to your business logic, not the platforms you operate in. All your sources flow into a BigQuery warehouse you own, so every report and every stakeholder reads from the same numbers.
- Owned BigQuery warehouse
- Growth model & KPI layer
- Foundational audit
- Full dashboard suite
Unified Data Layer
BigQuery · Transparent & Owned · AI Ready
Unified Data Layer
All your sources in one clean, tested BigQuery warehouse you own.
Recommended actions to close the gap
Forecasting
Bottoms-up forecast to CM3 by channel by day. See the gap in real time and know exactly what closes it.
Defining Expectations & Focus
Know exactly when you're on or off track, every day.
The context layer and plan to execute against. Bottoms-up forecast to CM3, historical marketing-event models, a structured growth-meeting cadence, and OKRs, so you can course-correct during execution, not at the next check-in.
- CM3 forecast by channel
- Marketing-event modelling
- Weekly/monthly/quarterly rituals
- OKR goal-setting
Build Momentum
Execute ruthlessly on your highest-impact levers.
With the forecast quantifying the expectation, we install the engine that beats it: weekly experimentation, custom attribution tuned to your channel mix, deep-dive channel audits, and geo-lift tests that measure true incrementality.
- Weekly experiment cadence
- Custom attribution model
- Channel deep-dive audits
- Geo-lift incrementality
Experimentation Framework
Rate of learning is the key metric. Scored backlog, defined process, learning bank. Winners compound over time.
Why did Meta CPA spike on Tuesday?
Meta CPAs rose 34% vs. the prior 7-day avg. Checkout conversion dropped simultaneously — looks like a site-side issue, not a media efficiency problem.
Checkout page load time spiked to 4.2s on Tuesday morning — correlates exactly with the CPA increase.
AI Activation
Step-change in speed via a growth analyst embedded in Slack. Analyst-grade answers to any question about performance, in seconds.
Breaking the Model
Step-change growth that breaks your forecast.
Once the foundation is humming, we layer on the work that requires it: an AI growth analyst in Slack, hiring-plan support, board presentations, and advanced data modelling including predictive LTV, churn triggers, and ML segmentation.
- AI Slack analyst
- Hiring plan & team structure
- Board presentations
- Advanced data modelling
Pay for what you need
Explore the full system
We define the scope of every sprint based on your current capabilities and needs. We identify the growth components to get you to the next stage and deliver them through fixed-fee, standalone engagements.
Explore the Growth SystemThe growth system that scaled category-leading DTC brands.
You're not buying a framework off a slide deck. You're getting the same data infrastructure and growth playbook that powered an acquisition and a 10x scale up.
Head of Growth
£2.2M → £22M GMV
Built the data-first growth system that scaled this category-leading sustainable personal care brand 10x in 3.5 years.
Head of Digital · DogBuddy
Acquired by Rover
Scaled DogBuddy through to acquisition. The reporting setup behind it became the foundation for what Crux is today.
Common questions.
How is Crux different from platforms like Triple Whale or Polar Analytics?
Triple Whale, Polar, and Klar are analytics platforms. They give you dashboards built on templated data models, data without interpretation, and when your business doesn't fit the template, you're back in spreadsheets with no one to call. Crux is a growth consultancy. We were founded by operators who scaled Fussy from £2.2M to £22M GMV and DogBuddy to a Rover acquisition, so the lens we apply to your data is the same one we used in our own businesses. We build a best-in-class data layer as the foundation, then work alongside you as a partner to identify the levers that actually drive profitable growth. The platforms sell you software. We help you grow.
Who is Crux best for?
Founder-led DTC and ecommerce brands on Shopify, typically £2-30M GMV, where the founder or marketer is making the big calls and needs a partner who has been in their seat. You're a great fit if you have a list of 20 things you know you should be doing but no clear way to prioritise, you've tried analytics tools and ended up back in spreadsheets, or you're weighing up hiring an analyst or a fractional growth lead and want both the infrastructure and the operator experience without the £70k commitment. We're not the right fit for very early-stage brands without meaningful data, or for well established growth teams with inhouse capabilities.
What do I actually get?
Three things, working together. First, a trusted data layer: a BigQuery warehouse you own, with 100+ data models joining Shopify, your ad platforms, GA4, Klaviyo and the rest of your stack into a tested, transparent, analysis-ready foundation. Second, a KPI tracking platform on top: bespoke Looker dashboards with health indicators for daily triage, daily and weekly Slack insights, and an AI analyst in Slack for plain-English questions from anyone on your team. Third, retainer hours with Matt directly, not a junior account manager, for regular check-ins, growth strategy, KPI reviews, and ad-hoc analysis. Bigger pieces of work like forecasting, attribution builds, experimentation programs, and LTV deep dives are scoped as capability sprints alongside the retainer.
Can I see what I'm getting before committing to a retainer?
Yes. Every engagement starts with a 14-day pilot for £299. We build a version of the platform on your actual data, including a demo dashboard, and you get a kick-off call plus two weeks of full access to see exactly how we work before any ongoing commitment. The £299 is fully credited against whatever you decide to do next, whether that's a retainer, a Growth Audit, or both. If you continue with a retainer and book the Growth Audit at the same time, we offer a 20% discount on the audit. If it's not the right fit, you've spent £299 to get analyst grade insight into your entire performance history.
What happens if I leave?
You keep everything. Your BigQuery warehouse, all your data, all the models. It's your infrastructure, in your cloud account. We don't hold your data hostage.
Ready to install the growth system?
Every engagement starts with a Growth Audit. Two weeks, £1,999. You get a fully built data layer and a clear view of where the opportunities are in your business.