BaP Data Data Consultancy Agency · EMEA

      Field notes · 08 published pieces · updated monthly
    

Field notes.

Long-form analysis on attribution, SaaS metrics, SME data infrastructure and pricing. Every piece is sourced to primary benchmarks (SaaS Capital, High Alpha, KeyBanc, Benchmarkit) or built from public-source audits. No thought-leadership fluff.

BAP DATA · FIELD NOTES · N°08 E-COMMERCE · 12 MIN

Why GA4 & Shopify
will never
agree.

JIMMY OKOTH · BAP DATA Δ £3,200 · −15% V.2.1 · JUN 2026

Why GA4 and Shopify numbers never agree

GA4 says £18,200. Shopify says £21,400. The gap is a signal. Direction tells you the cause, stability tells you the urgency — and the four-step method that closes it for good.

JUN 2026 · 12 MIN

BAP DATA · FIELD NOTES · N°01 SAAS · 08 MIN

Why your SaaS metrics
are lying to you.

SOURCE 01 · STRIPE

SOURCE 02 · CHARTMOGUL

SOURCE 03 · SHEET

JIMMY OKOTH · BAP DATA Δ £11.6K V.2.1 · APR 2026

Why your SaaS metrics are lying to you

Three systems, three MRR numbers, zero confidence. Why Stripe, ChartMogul and your finance spreadsheet never agree — and the reconciliation that fixes it.

APR 2026 · 08 MIN

BAP DATA · FIELD NOTES · N°02 E-COMMERCE · 12 MIN

5 revenue leaks
hiding in your e-commerce data.

JIMMY OKOTH · BAPDATA.COM £353K UNTRACKED V.2.1 · APR 2026

5 revenue leaks hiding in your e-commerce data

The attribution gaps, abandoned-cart signal and review decay every Shopify store is sitting on — and the SQL I use to surface each.

APR 2026 · 12 MIN

FIELD NOTES · N°03 · PRICING 14 MIN READ

An actuary
who stopped
pricing insurance.

// PRICING · IDENTITY

Price = E[Loss] + λ·σ + ε

LTV = Σ p(t) · m(t) · d^t

CAC payback = CAC ÷ (ARPA · GM)

BAP DATA · PRICING NOTES ◐ V.2.1

The actuarial approach to e-commerce pricing

Why insurers and pet-food brands have more in common than you think. A pricing model that gives you loss ratios instead of margin guesses.

MAR 2026 · 14 MIN

BAP DATA · FIELD NOTES · N°04 SAAS · 10 MIN

◐ ONE PAGE · NINE NUMBERS

The dashboard
your SaaS board
actually needs.

Board · Q2 · 2026

STRIPE · POSTGRES · HUBSPOTV.2.1

JIMMY OKOTH · BAP DATA ◐ READ 10 MIN

The dashboard your SaaS board actually needs

Nine numbers your investors keep asking for — MRR, NRR, CAC, LTV, burn multiple, Rule of 40. What to keep, what to cut, and the math behind each.

MAR 2026 · 10 MIN

FIELD NOTES · N°05 · SME 11 MIN

running on
spreadsheets.

01 · MONTHLY CLOSE TAKES 3 DAYS
02 · NUMBERS DIFFER ACROSS SHEETS
03 · CASH FLOW SURPRISES YOU
04 · ONLY ONE PERSON UNDERSTANDS IT

BAP DATA · SME INFRASTRUCTURE ◐ V.2.1 · 2026

You're running a $2M business on spreadsheets

Four signs your business has outgrown spreadsheets, and the cheapest viable path from workbook-of-truth to a dashboard you can check in 10 minutes.

FEB 2026 · 11 MIN

BAP DATA · FIELD NOTES · N°06 PRICING · 13 MIN

◐ LTV · COHORT-CORRECTED

Why your
dashboard
isn't making
you money.

RETENTION · C01–C06 X: MONTH · Y: P(ACTIVE)

C01 C02 C03 C04 C05 C06

LTV_true = Σ p(t)·m(t)·d^t n = 11,420 · NUTRISEED

JIMMY OKOTH · EX-ACTUARY ◐ JAN 2026 · V.2.1

Why your dashboard isn't making you money

Most LTV calculations are wrong because they ignore cohort decay. A cleaner method, with a worked example on a nutrition subscription brand.

JAN 2026 · 13 MIN

BAP DATA · FIELD NOTES · N°07 E-COMMERCE · 11 MIN

◐ 4 LAYERS · 40 CHECKPOINTS

What a
data audit
actually
includes.

AUDIT LAYER · CHECKPOINTS

02 · ATTRIBUTION

03 · REPORTING

04 · DATA QUALITY

JIMMY OKOTH · BAP DATA 40 CHECKPOINTS V.2.1 · JUN 2026

What a data audit actually includes

Our 40-checkpoint framework across four layers: tracking, attribution, reporting, data quality. What we look at, what we find, what the deliverable looks like, and what it costs.

JUN 2026 · 11 MIN

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