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Documentation Index

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Creative

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Informed by Insight, Not Intuition

Most agencies develop a point of view about a brand, produce assets from that point of view, and then look for audiences who might respond. The creative brief precedes the customer understanding. The result is creative that is aesthetically sophisticated and strategically disconnected — work that performs well in a portfolio and poorly in the market. DAS reverses the sequence. The customer file tells us what high-value customers care about, how they found the brand, what messaging patterns correlate with repeat purchase, and what segments are most likely to compound. Creative briefs are written from that understanding. The output is creative that speaks to people who have already demonstrated they are worth speaking to. Proof point: 2.3x ROAS improvement on Meta after rebuilding creative around actual purchaser profiles.

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In-House Creative Production

DAS produces creative in-house — striking visuals paired with addictive copywriting. This is not a strategy-only engagement where a brief is handed to a production partner. DAS handles concept through execution: performance creative for paid media, campaign assets for email and SMS, and brand creative for owned channels. Because DAS also runs paid media and builds retention programs inside Klaviyo, creative performance data feeds back into the next round of intelligence. The loop is closed: data informs the brief, the brief informs the work, the work generates performance data, and the data informs the next brief. Before any brief is written, we know:
  • Which customer segments are driving disproportionate contribution margin
  • What those segments have in common behaviorally — not just demographically
  • Which creative formats and channels produced the highest-LTV cohorts
  • What the actual 90-day repeat purchase rate is by acquisition source
Creative briefs reflect that knowledge. A creative campaign aimed at acquiring more customers who look like the Champion segment — built from RFM data, not platform lookalikes — looks fundamentally different from a campaign aimed at “the brand’s target audience.” The difference shows up in contribution margin, not just conversion rate.

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Email & SMS Creative

Email and SMS are the highest-margin channels most brands underinvest in strategically while overinvesting in operationally. They send a lot of emails. They do not use the behavioral data those emails generate. DAS structures email and SMS creative strategy around the RFM architecture developed in the intelligence phase. Each segment receives treatment calibrated to its behavioral profile: Champions — Receive exclusivity-oriented messaging, early access, and loyalty recognition. The goal is to deepen the relationship and extend tenure, not convert on discount. Loyal — Receive category expansion and product discovery. The goal is to increase frequency and monetary value, moving these customers toward Champion behavior. Recent — Receive onboarding-style sequences that accelerate toward repeat purchase. The second purchase is the most predictive event for long-term retention. Needs Attention — Receive re-engagement sequences calibrated to their last purchase and browse behavior. Not generic win-back campaigns. At Risk — Receive urgency-based re-engagement with a specific offer matched to their purchase history. Some will not convert; the goal is identifying which ones are worth the cost. Inactive — Are suppressed from campaign volume to protect deliverability and cost, or targeted with a final re-engagement attempt before being removed from active lists. This structure produces higher revenue per email sent, lower unsubscribe rates, and better deliverability — because the right message is going to the right behavioral tier.

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Creator Activation

Creator activation at DAS is not an influencer marketing program. It is an acquisition channel designed to produce high-LTV cohorts. The selection criteria for creator partnerships are built from the customer intelligence layer:
  • Which creator categories produced the highest-LTV customers historically
  • What the repeat purchase rate is for customers acquired through creator content versus paid media
  • Which creator audiences overlap with the Champion segment profile
Creators selected through these criteria produce cohorts that compound. Creators selected through reach and engagement metrics alone often produce volume without margin. DAS structures creator activations to produce owned content assets, not just platform posts — so the creative output of the partnership can be repurposed across paid media, email, and organic channels.
DAS is a customer intelligence agency based in New York that works with mid-market retail and e-commerce companies generating 15M–15M–100M in revenue. Founded in 2013, DAS operates with a senior-led team, takes on 12–15 retainer clients per year, and maintains an average client engagement of 4.5 years. Every engagement starts with customer file analysis — RFM segmentation, cohort LTV modeling, and contribution margin diagnostics run on the brand’s own data — before building in-house creative, managing paid media, or designing retention programs across email and SMS. Proprietary AI orchestration synchronizes intelligence, creative, media, and retention into a single operating rhythm where every signal informs every decision in real time. Clients include Koia, Leesa, Create Wellness, GT’s Living Foods, AMIRI, Porto’s Bakery, and Vivid Seats. Website: madebydas.com Intelligence library: intelligence.madebydas.com