The Before: Three things Emily dreaded every week

Before ProfitPeak, Emily and the Billini team were doing what most ecommerce marketers do: working hard across too many tabs, too many platforms, and too many data points that never quite told the same story.

There were three recurring pain points that defined the old way of working.

First, weekly and monthly top-line reporting.

Getting a clear read on attribution and the customer journey meant bouncing between multiple data touchpoints, none of which aligned cleanly. Building a single coherent picture for weekly and monthly reporting was a manual, time-heavy process that happened after the fact, not in time to act on it.

Second, paid performance. 

Understanding where revenue was truly coming from, required piecing together ad performance across platforms - each with its own attribution logic, its own metrics, its own version of the truth. The result wasn't clarity. It was best-guess decision making dressed up as analysis.

Third, site trade. 

Merchandising decisions were being made without real-time visibility into product-level performance, or how customers were discovering products in the first place. Without that data, onsite trading was reactive at best.

It wasn't a skills problem. It was a data problem. And a speed problem. And in ecommerce, those are usually the same problem.

The shift: Speed to market. With confidence.

That's the phrase Emily returns to when she describes how Billini operates today with ProfitPeak. Not just faster - more certain. The ability to read data quickly, act on it, and trust that the decision is grounded in something real.

That confidence has compounded across the business. Quick wins in onsite trading that would have previously required days of manual analysis now surface in minutes. Paid Performance media decisions are no longer operating in isolation - they're informed by product-level data that previously lived in a completely different part of the business.

ProfitPeak’s product attribution with insights helps to connect the gaps in performance and reveals what is actually driving performance. The shift isn't just operational. It's cultural. When data becomes accessible and trustworthy, teams stop waiting for someone else to run the report.

The unlock: When product met paid

If there's one thing that changed everything for Billini, it's this: seeing product performance and paid media in the same place, with the same clarity.

For performance marketers, this is the unlock that rarely happens. You can see which campaigns are spending. You can see which products are selling. But understanding exactly which products were working, where they were working, and why before connecting that directly to paid decisions - that's where most platforms stop short.

"Connecting product performance directly to paid media with real clarity unlocked our ability to scale audiences and campaigns with far more confidence."

That's the shift from reporting to decision intelligence. Not just knowing what happened. Knowing what to do about it, sharpening strategy further and moving fast enough for it to matter.

The mindset shift: Trusting the data meant letting go of the manual

Technology is one part of the story. But Emily is honest about what the real change required from her personally.

The biggest shift wasn't learning a new platform. It was unlearning an old habit - the pull toward heavily manual processes that felt like control but were really just familiarity. Moving to faster, data-led decision making required trust. Trust in the data, trust in the tooling, and trust that her team could operate with more autonomy.

"Streamlining workflows with reporting and analysis has not only improved efficiency, but also given my team greater confidence to independently find answers and make informed decisions using Sherpa."

That last part is the compounding effect that doesn't get talked about enough. When a team can self-serve data - when Sherpa can answer the question in the moment instead of routing it to a report that arrives next week - the entire organisation moves differently. Emily's personal growth came from enabling that independence, not just improving her own workflow.

Emily's take: ROAS isn't the answer. Here's what is:

Ask Emily what she'd tell other digital and ecommerce managers considering a platform like ProfitPeak, and her answer is direct: lean into Sherpa and stay curious with it.

"Ask all the questions, because once you start uncovering clearer insights, it naturally unlocks even more opportunities and questions to explore."

The bigger perception shift, and the one she thinks matters more than most people expect, is the reframe on ROAS beyond just multi-touch attribution.

"One of the biggest perception changes for me as a marketer has been realising that ROAS alone isn't the answer. Understanding product-level performance, customer behaviour, and how channels work together gives a much stronger foundation for making confident decisions across ecommerce and digital."

It's a shift that's becoming more common among performance marketers who've had access to richer data. Billini is ahead of the curve in both making that shift and building the operational capability to act on it to drive greater marketing efficiency and profitability.

As for what's next: Emily is focused on connecting the dots even further. Product, performance media, CRM, and onsite trading working together as one system - not in silos, not with a lag, not requiring someone to manually stitch it together on a Monday morning.

"Having visibility across all of these areas allows for smarter decisions, stronger collaboration between teams, and ultimately a better customer experience."

That's the game. And Billini is playing it well.

About Billini

Billini is one of Australia's leading footwear and accessories brands, known for trend-forward design and a strong digital-first retail presence. The brand's ecommerce and performance marketing teams operate across paid media, onsite trading, and CRM — using ProfitPeak to connect the full picture.