Comlytix
Total business analytics and decision intelligence.
Comlytix unifies advertising spend, organic social, Shopify or BigCommerce, B2B accounts, Shippit, inventory and finance. The governed model reconciles revenue, cost, capacity and customer signals before recommending the next commercial action.
Measure the business through shared entities—not disconnected platform reports.
Orders, customers, accounts, products, campaigns, shipments and costs are mapped into one governed model. Every metric retains its source, calculation and freshness status.
Answers that require data from more than one system.
Every number can be traced and challenged.
| Metric | Authoritative source | Calculation control | Decision use |
|---|---|---|---|
| Net commerce revenue | Shopify / BigCommerce | Refunds, cancellations, tax and shipping policy | Actual trading result |
| Advertising spend | Advertising network APIs | Currency, timezone and account mapping | Acquisition investment |
| Contribution margin | Commerce + ERP + finance | Product, media, fulfilment and payment cost allocation | Commercial decisions |
| Account health | B2B CRM + order history | Reorder cadence, engagement, credit and service signals | Sales prioritisation |
Compare every paid network through one commercial definition.
Normalise spend, impressions, clicks, conversions and revenue across advertising platforms, then reconcile network claims against actual commerce orders and contribution margin.
| Network | Spend | Platform revenue | Reconciled revenue | Contribution |
|---|---|---|---|---|
| Google Ads | A$72.4k | A$348k | A$291k | A$84.2k |
| Meta Ads | A$58.8k | A$311k | A$214k | A$49.6k |
| TikTok Ads | A$21.7k | A$96k | A$61k | A$11.8k |
| LinkedIn Ads | A$17.2k | A$82k | A$54k | A$17.1k |
| Microsoft Ads | A$14.2k | A$67k | A$58k | A$18.4k |
Stop comparing metrics that use different attribution windows and revenue definitions.
Standardise account hierarchy, timezone, currency and reporting period.
Map channel, objective, market, product, audience and funnel stage across networks.
Match platform events to actual orders, leads, accounts and approved revenue.
Compare concepts, formats, messages, fatigue, audience response and downstream quality.
Monitor planned versus actual spend and forecast month-end investment.
Evaluate contribution, customer quality, stock readiness and fulfilment cost—not ROAS alone.
Advertising data becomes useful when connected to the business constraint.
Compare the role content plays—not only its surface engagement.
Classify content by message, format, audience and funnel role, then connect exposure to site behaviour, lead generation, orders and account activity.
One taxonomy across different platform metrics.
| Dimension | Examples | Normalised use |
|---|---|---|
| Content theme | Demonstration, education, proof, promotion | Compare message effectiveness |
| Format | Short video, long video, carousel, static, live | Compare production and attention |
| Audience | Prospect, customer, wholesale buyer, partner | Compare audience quality |
| Commercial role | Discovery, consideration, conversion, retention | Connect content to business outcome |
Understand B2B and D2C trading performance through the same product and customer model.
Connect Shopify, BigCommerce, wholesale orders, marketplaces and retail channels. Analyse revenue, discounts, refunds, product cost, customer cohorts and contribution by channel, product and segment.
| Channel | Net revenue | Gross margin | Acquisition | Fulfilment | Contribution |
|---|---|---|---|---|---|
| Shopify D2C | A$1.21m | A$526k | A$137k | A$84k | A$305k |
| BigCommerce D2C | A$482k | A$205k | A$39k | A$33k | A$133k |
| B2B wholesale | A$968k | A$358k | A$21k | A$47k | A$290k |
| Marketplaces | A$180k | A$61k | A$18k | A$24k | A$19k |
Move beyond gross sales reporting.
Net revenue, product cost, discount, media, payment and fulfilment cost by SKU or range.
New versus returning customers, cohort behaviour, repeat purchase, LTV and churn risk.
Measure incremental demand, margin dilution, customer quality and post-promotion retention.
Connect return reason, product, campaign, customer segment and fulfilment impact.
Compare order size, payment terms, sales effort, service cost, shipping and contribution.
Combine trading velocity, campaign plans, seasonality, stock and supplier lead times.
Direct customers and wholesale accounts remain distinct—but comparable.
Separate platform-reported success from actual commercial performance.
Advertising platforms often claim overlapping conversions. Comlytix reconciles those claims against real orders, customers, refunds and costs, then applies a documented attribution policy for decision-making.
The model is documented, versioned and visible.
Comlytix does not treat attribution as an unquestionable answer. It records identity confidence, lookback windows, exclusions, direct-traffic handling and model changes.
Evaluate decisions under more than one attribution view.
| Model | Useful for | Limitation |
|---|---|---|
| Last non-direct | Simple operational reporting | Overweights the closing interaction |
| First touch | Acquisition discovery | Ignores nurture and conversion work |
| Position based | Balanced acquisition and conversion | Weights are policy choices |
| Data-driven / modelled | Complex journey analysis | Requires scale, quality and explainability controls |
| Incrementality test | True causal lift | Needs controlled test design and sufficient volume |
Know whether demand can be fulfilled profitably and on time.
Connect Shippit shipment events with orders, carriers, actual shipping cost, exceptions, available-to-promise stock and supplier lead times before marketing or sales actions are approved.
| Channel | Carrier | Cost | On time | Action |
|---|---|---|---|---|
| Shopify D2C | Australia Post | A$8.42 | 96.8% | Maintain |
| BigCommerce D2C | Aramex | A$9.18 | 95.1% | Review region |
| B2B wholesale | TNT / FedEx | A$18.60 | 97.4% | Within SLA |
Connect customer promise, warehouse reality and commercial cost.
Order creation, carrier booking, dispatch, transit, delivery and exception milestones.
Actual cost, quoted cost, transit time, delivery performance and regional reliability.
Stock on hand, allocations, backorders, inbound purchase orders and warehouse location.
Forecast campaign or account demand against coverage and supplier lead time.
Connect exception reason to carrier, region, product, customer and acquisition source.
Prevent actions that exceed stock, service, cost or capacity thresholds.
Commercial activity adapts to fulfilment conditions.
From fragmented signals to explainable commercial action.
The engine evaluates acquisition, commerce, customer, inventory, fulfilment and finance together. It recommends actions with expected impact, confidence, evidence and risk—then routes material decisions through human approval.
Increase Google Shopping investment by A$12,000 over 21 days.
Recommendations move through a governed operating process.
Start with bounded, commercially meaningful decisions.
Scale, reduce or reallocate spend by campaign, product, region or audience.
Rank B2B opportunities, reorders and at-risk accounts using commercial evidence.
Evaluate margin, stock, credit, demand and strategic account value.
Recommend replenishment, allocation, promotion or transfer based on forecast demand.
Adjust carrier, service, geography or promise when cost or reliability changes.
Prioritise customer or account interventions using value, cadence and service signals.
The recommendation is not a black box.
| Control | Recorded evidence |
|---|---|
| Source lineage | Systems, entities, timestamps, freshness and quality status used in the decision |
| Metric policy | Revenue, cost, margin, attribution and confidence definitions |
| Model version | Rules, scenario logic, assumptions and change history |
| Authority | Decision owner, reviewers, threshold and delegated approval |
| Outcome | Approved action, actual result, variance and learning retained for future decisions |
Select the first decision worth governing.
The strongest starting point is a recurring decision with measurable commercial impact, sufficient data and a clear human owner.
Organic content, paid distribution and commerce impact in one view.
Connect audience growth, reach, engagement, video consumption, site traffic and assisted conversion across social networks. Compare content using consistent categories instead of platform-specific vanity metrics.