Profitability analytics for 7-9 figure DTC brands
We build profit guardrails on your paid ads so you can scale harder without burning cash
Recent client result: £25M Ecommerce brand added £3,000/day in contribution profit from a single Ad Profitability Audit
Ad Profitability Audit
If this sounds like you, then an Ad Profitability Audit is worth your time:
You're spending $100k+ /month in ads and can't say how profitable they are with confidence
Your finance and marketing metrics never seem to match
You're nervous to scale spend because your bank balance drops when you do
What you get:
#1 constraint stopping your profitable growth
Data-backed scale/keep/cut recommendations for your ad campaigns
Simple ad spend guardrails so you know exactly how far you can push
What it takes:
1:1 profitability consult to map your goals and current metrics
We connect your finance, ecommerce, and ad platform data
You receive an action plan and clear ad spend guardrails within 21 days
Guarantee:
5x return on investment from our fee, or your money back
Case study: £25M DTC brand added £3k in profit per day after installing profit guardrails
"I will not approach marketing or advertising in the same way ever again."
— Luke Bream, CEO of Valentte (£25M home fragrance brand)
Before working with Clove Analytics:
Spent £10-25k /day on ads with unclear returns
Scaled 50x revenue in 5 years, but bank balance kept declining
After working with Clove Analytics:
Consistent ~£3k-5k /day in additional profit days after the audit
On track to add £1.1-1.8M in contribution profit over the next 12 months
About Me
Ademide Ajayi
DTC profitability & growth expert
Hi, I'm AdemideI run Clove Analytics, where I help fast-growing direct-to-consumer brands scale paid ads without sacrificing profit.We build profit analytics systems that show exactly which customers, products, and campaigns drive real profit, so you can scale paid ads with confidence.Previously, I was data science lead at NPS Prism by Bain & Company (inventors of NPS), building AI analytics systems to increase retention and lifetime value for DTC brands with millions of customers.I've advised global consumer brands on where to focus strategy for the highest profit, and my training as a Yale mathematician sits underneath the models we use today for 7-9 figure DTC brands.If you'd like to know the profitability secrets of the largest consumer brands in the world, contact me today.
FAQ
Are you a marketing agency? Do you run our ads?
No. Clove Analytics does not run your ads, write creative, or manage campaigns. We are a profitability analytics partner.
We connect your ecommerce, finance, and ad data, calculate true profit by customer and channel, and give your team clear ad spend guardrails. Your team or agency then executes with much more confidence.
How is this different from what my agency or finance team already does?
Agencies optimize for platform metrics like ROAS and CPA. Finance teams see profit at a very high, blended level.
We sit in the middle: stitching your data together to show which customers, products, and campaigns actually drive contribution profit and how long it takes to earn your money back. The output is a set of profit guardrails your team can follow every day.
What data access do you need, and how much work is this for my team?
Typically we need read-only access to your ecommerce platform (e.g. Shopify), ad accounts, and a basic P&L export.
Implementation is light: most teams spend 60-90 minutes total across the audit answering questions and connecting data sources. We handle the modeling and analysis.
Who is this for, and when is it not a good fit?
The Ad Profitability Audit is designed for DTC brands doing at least $100k per month in ad spend who want to push harder without draining cash.
If you're still testing for initial product-channel fit or not yet spending meaningfully on paid ads, you'll get more value from simpler analytics before working with us.
What happens after the audit?
Most brands get what they need from a single audit: a clear plan to increase profitability and ad spend guardrails. Some choose to keep working together on ongoing advisory. We only suggest that if the initial audit meaningfully moves the needle
Past Work (Anonymized)
Before Clove, I used customer and market data to help billion-dollar consumer brands find their most profitable customers, products, and channels. A few representative projects:”
Global Apparel Brand ($3B+ revenue)
Situation: Ahead of a disappointing earnings call, the company lacked a clear view of which categories, sub-brands, and countries offered the highest future value and was still treating a declining sub-brand as its flagship growth engine.
What I did: Built a single market map combining category growth and share by sub-brand and country, revealing a hidden-gem category that was growing fast and had structurally higher LTV due to high repeat purchase behavior.
Result: Gave the global leadership team a clear, data‑backed “where to play & how to win” strategy, refocusing investment toward the high potential category to capture a nine-figure profit opportunity over the next 3 years.
Global Home & Personal Care Brand ($5B+ revenue)
Situation: When Covid hit, the business faced huge uncertainty around how shifts in consumer behavior across its categories would affect demand and its ability to hit 5‑year shareholder return targets.
What I did: Built an integrated P&L and macro‑economic scenario model for the US market that linked consumer behavior changes to category demand, forecasted organic growth, and quantified an additional ~$600M in required productivity savings.
Result: The model became a core planning tool for the first year of Covid, guiding 3‑year category investment and inventory decisions and helping leadership capture the $600M in savings while maintaining growth ambitions.
American Civil Rights Nonprofit ($50M+ revenue, 40k+ donors)
Situation: Donation revenue had been steadily declining for 2 years, and the leadership team did no know why.
What I did: Diagnosed that their problem was over-reliance on generic email blasts with no real segmentation. Identified a hidden segment with over 10x median lifetime donation value. Designed a three‑pronged marketing strategy for priority segments with tailored messaging.
Result: Gave leadership their first comprehensive view of donor segments and a clear marketing plan for what to emphasize with each group to increase responsiveness to campaign emails, average gift size, and donation frequency.
American Financial Services Brand ($10B+ revenue)
Situation: Their historic core customer base was shrinking, while a fast‑growing segment projected to be a major share of future profit emerged that leadership didn’t understand and didn’t know how to retain.
What I did: Used Bain’s Elements of Value® framework to systematize perceived brand value for this priority demographic, and identify their value drivers and loyalty triggers.
Result: Gave the company a clear, structured view on how to evolve brand positioning, messaging, and service investments to retain this emerging segment and protect long‑term profit per customer as the market shifted.
Indonesian Boutique Luxury Hotel ($1M+ revenue)
Situation: Occupancy was dropping as new competitors entered the market, and the owner was planning two expensive multilingual front‑desk hires to “upgrade” the luxury experience without knowing if it would actually drive bookings or referrals.
What I did: Combined booking data with targeted guest surveys to map friction across the customer journey, finding that bathroom investments would result in the biggest lift in repeat stays and referrals, while the front‑desk experience was already one of the strongest parts of the business.
Result: Helped the owner avoid two five‑figure hires and redirect investment into high‑ROI bathroom upgrades, driving better performance and effectively doubling his take‑home pay for the year.
Global Food & Beverage Brand ($15B+ revenue)
Situation: The brand had recently completed a multi-month project to determine their sub-brand portfolio & channel strategy to maximize profit. However, they lacked a clear, SKU‑level view of optimal pricing, bundling, and retail shelf positioning.
What I did: Prioritizing the “hero SKUs” (high‑sales, high‑margin) in each category, I analyzed each one against competitors to determine the best price and bundle strategy for profit per customer, for each key buying occasion.
Result: Delivered the portfolio view leadership used to shape their Walmart negotiation strategy, with a clear set of shelf and pack/price moves designed to win better placement and maximize profit per customer at retail.
Most direct-to-consumer brands are sitting on major profit opportunities hidden inside their customer data — but the signals are difficult to see if you don't know which questions to ask, and how to get the answers you need.If you’d like to scale your brand with confidence, contact me today.
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