ABOUT

FINLAYSON DIGITAL

Ecommerce experience. Customer lifecycle expertise.

Senior expertise. Directly involved.

Finlayson Digital is an independent ecommerce and customer lifecycle consultancy.

When you work with Finlayson Digital, you work directly with me. I take the time to understand what is actually happening across your customer lifecycle, identify where the greatest opportunities lie, and help turn those opportunities into practical action.

There are no account managers, junior hand-offs or generic playbooks.

Murray Finlayson

Ecommerce experience. Broader perspective.

My experience extends well beyond Klaviyo and email marketing.

I’ve worked across ecommerce, customer data, lifecycle marketing, analytics, acquisition and conversion — including first-hand experience managing ecommerce businesses rather than only advising them.

That matters because no part of the customer lifecycle operates in isolation. The customers you acquire, the data you collect, the consent you obtain, the communications you send and the way you measure performance all influence one another.

Klaviyo may be an important part of that system, but it isn't the whole system.

Making complexity useful.

Ecommerce businesses generate an enormous amount of data. The challenge is rarely simply having more of it. The challenge is understanding what matters and using it to make better decisions.

My approach is to get beneath headline metrics and understand what is actually happening: who your customers are, how they enter your database, what they do, what they buy, how they engage and where value is being created — or lost.

From there, we can prioritise the changes most likely to improve performance rather than simply doing more marketing.

A practical working relationship.

Some clients come to me with a specific problem. Others know their Klaviyo account or customer lifecycle could be performing better but aren't sure where the opportunities lie. Either is fine — I generally start by understanding the current situation, then agree priorities based on the evidence.

That might lead to better audience governance, improved customer data, new or optimised lifecycle automation, deliverability improvements, better measurement — or a combination of them.

The objective isn't to create more complexity. It's to make your customer lifecycle better understood, better governed and more profitable.

LET'S TALK