From the consultant's desk.
Diagnosis, method, outcome — not campaigns. Filter by topic; pieces run 5-10 minutes.
36 articles. Field-tested method pieces on growth, transformation and building.
- AI & Digital Transformation2 October 202619 min read
Big consultancy or boutique AI agency? How to decide
The choice in AI consulting runs three ways: a large consultancy, a boutique agency or an in-house team. Which one makes sense depends on scale, regulation, speed and who does the implementation — with the real risk of each spelled out.
Burak Arda Özgül
- AI & Digital Transformation2 October 202622 min read
What does AI consultancy cost? How the price is built
AI consultancy starts with two fixed-price packages, between €5,500 and €15,000. Why model usage fees and the move to production cannot be fixed, which five variables grow the price, and how a pilot fee pays for itself.
Burak Arda Özgül
- E-commerce2 October 202621 min read
The proposal that picks your platform in the first meeting: how to choose an e-commerce consultant
A good e-commerce consultant asks how your orders flow and what your ad budget returns before naming a platform or a channel. The difference shows up in six criteria, ten first-meeting questions and three red flags.
Burak Arda Özgül
- E-commerce2 October 202622 min read
What does e-commerce consulting cost? How the price is built
The price of e-commerce consulting is built from which decisions the scope covers, the number of integrations and channels, and who implements the work. Here is the band from our published package prices, what sits outside it and how to work out the return.
Burak Arda Özgül
- E-commerce2 October 202618 min read
Choosing a platform is not a feature comparison: e-commerce platform consulting
E-commerce platform consulting makes the platform decision from catalogue structure, integrations and two-year scale rather than a feature list. Selection criteria, the choice between your own site and marketplaces, migration risks and the questions to ask a consultant.
Burak Arda Özgül
- AI & Digital Transformation25 September 202624 min read
Where to start with AI transformation: a 90-day pilot framework
AI transformation starts not with a strategy document but with a ninety-day pilot on a single process. Day-by-day blocks, process selection criteria, the baseline, a stopping threshold, budget lines — and what changes for an SME, a manufacturer and a large company.
Burak Arda Özgül
- AI Search (GEO)25 September 202618 min read
The proposal that guarantees a ChatGPT mention: how to choose a GEO agency
GEO proposals use the same words and show the same screenshots. The difference shows up in the measurement method, in ten first-meeting questions and in three red flags.
Burak Arda Özgül
- Conversion Optimisation25 September 202622 min read
What does CRO consultancy cost? How the price is built
Three proposals, three different units: a monthly fee, a share of the lift, a one-off audit. Five variables set the price of CRO consultancy, and you can work out its return with your own traffic and order value.
Burak Arda Özgül
- Conversion Optimisation25 September 202627 min read
E-commerce conversion rate benchmarks: 2026 data by sector, device and channel
The average e-commerce conversion rate runs from 1.4% to 2.72% depending on the source. We gathered nine public sources in one place, broken down by sector, device, traffic source and order value — plus how to compare your own rate.
Burak Arda Özgül
- AI Search (GEO)18 September 202622 min read
ChatGPT ads: what changed for brands, and what did not
OpenAI opened ChatGPT ads to Turkey on 17 September 2026: on the free tier, beneath the answer, labelled as sponsored. This is a decision piece, not a news item — how the ads work, who sees them, what they cost, and where they part ways with organic visibility (GEO).
Burak Arda Özgül
- Conversion Optimisation18 September 202617 min read
How to increase conversion rate: 21 proven tactics
Doubling traffic doubles the budget; doubling conversion happens on the same budget. Twenty-one tactics from measurement to cart abandonment, first screen to testing culture — each with what to do, why it works and how to measure it.
Burak Arda Özgül
- Conversion Optimisation3 September 202612 min read
How far are you from your ideal site? A step-by-step e-commerce GAP analysis
Your store is not bad; it sits a measurable distance from the best version of itself. A GAP analysis measures that distance page by page, dimension by dimension, then sets the order in which you close it.
Burak Arda Özgül
- AI Search (GEO)1 September 20265 min read
We have shipped Turkey's first GEO audit tool
GEO has been discussed for two years but could not be measured. We shipped a tool that enters your address and rolls up, across five signals, whether answer engines can read your brand into a score out of 100 — with no equivalent we could find on the Turkish side.
Burak Arda Özgül
- AI & Digital Transformation28 August 202611 min read
What is AI transformation? The question the vendor deck skips
The vendor deck on the industrial buyer's desk never says which process returns how much money. Here I build AI transformation in four stages — diagnosis, data, pilot, scale — and set out where it pays off and where it does not, using numbers measured in the field.
Burak Arda Özgül
- AI & Digital Transformation28 August 202613 min read
Three proposals, one difference: 12 questions to ask an AI consultant
Three proposals, the same promise, near-identical prices. There is a way to tell them apart in the first meeting: twelve questions, and what to listen for in each answer.
Can Aydınlık
- AI Search (GEO)28 August 202612 min read
Ranked, but not cited: how to appear in Google AI Overviews
Google now writes its own answer above the results and names three or four sources inside it; ranking second organically does not put you on that list. Here is how AI Overviews works, where it stands in Turkey, and what the pages inside the answer have in common.
Burak Arda Özgül
- AI Search (GEO)28 August 202611 min read
llms.txt: the file nobody reads yet, and still worth writing
On most sites, /llms.txt returns a 404. Here is what the file does, which engines actually read it, and how we generate ours straight from the content layer — with no ranking promises attached.
Burak Arda Özgül
- Conversion Optimisation28 August 202614 min read
What is CRO? Same traffic, more sales
The ad budget doubled, the clicks doubled, the sales curve stayed put. That is where CRO starts: the measurement, hypothesis and testing discipline that turns the traffic you already have into buying traffic.
Burak Arda Özgül
- Conversion Optimisation28 August 202611 min readUpdated · 25 September 2026
The proposal that guarantees a lift: how to choose a CRO agency
The decks look alike and the client lists look alike. The difference shows up in five criteria, eight questions and three red flags.
Can Aydınlık
- Business Building28 August 202611 min read
What is a business building studio? Selling campaigns versus building businesses
A business building studio takes on a company's growth problem end to end — from diagnosis to measurement — under one roof. This piece defines the model: where it parts ways with agencies and consultancies, which company each one suits, and what business building looks like in the field.
Burak Arda Özgül
- Video & Creative15 January 20266 min readUpdated · 28 August 2026
Don't say "abi, we'll just shoot it on a phone": why professional video is non-negotiable
A friend of mine shot his new collection himself, saying "we'll just film it in the office." It was a disaster. This piece explains why — and how OdorGo made the opposite call and built a ₺10M category that didn't exist.
Mert Kaplan
- AI Search (GEO)14 January 202614 min readUpdated · 28 August 2026
The post-algorithm era: why don't ChatGPT and Gemini cite you?
Emre's traffic fell 70% in a few weeks with nothing broken on his site. What changed was that people stopped searching and started asking. GEO — generative engine optimization — is the work of getting cited in that new order. Here is how it gets built, told through three cases from the field.
Burak Arda Özgül
- Performance Marketing22 December 20256 min readUpdated · 28 August 2026
Stop wasting your sales team's time: a guide to quality B2B lead generation
Marketing celebrates 1,000 new leads while sales calls all of them for close to nothing. This guide is about growing the buyer, not the count: narrowing your ICP, smarketing alignment, lead scoring and deliberate form friction.
Burak Arda Özgül
- Business Building21 December 20256 min readUpdated · 28 August 2026
5 steps for SMEs that want to scale digitally over the next 12 months
Picture Ahmet Bey, thirty years into the textile trade in Istanbul: his craftsmanship is careful, but the young founder next door sells to the world without owning a warehouse. The difference isn't budget — it's strategy. A 5-step roadmap for SMEs that want to scale digitally.
Can Aydınlık
- Retention & LTV16 December 20256 min readUpdated · 28 August 2026
RFM analysis for small businesses: a practical guide to selling more
Selim Bey sends the same discount to everyone who walks into his boutique coffee shop — and loses the loyal customer carrying most of his margin without ever noticing. RFM fixes that blind spot with three letters (Recency, Frequency, Monetary) and nothing more than a spreadsheet.
Can Aydınlık
- Retention & LTV16 December 20255 min readUpdated · 28 August 2026
As ad costs climb, growth's secret is LTV optimisation
Spend climbing on the ad dashboard, profit sliding on the P&L — the shared nightmare of e-commerce managers. The fix isn't more ad spend: it's growing what a customer is worth over a lifetime (LTV) instead of winning them once and letting go.
Can Aydınlık
- Performance Marketing8 December 202510 min readUpdated · 28 August 2026
Not just traffic, revenue: a mid-year report card on 2026's performance marketing trends
In December 2025 I made one claim: the winner of 2026 wouldn't be whoever bought the most traffic, but whoever squeezed the most revenue out of it. It's August 2026 — here's the report card, the math of the leaky bucket, and the order in which you fix it.
Burak Arda Özgül
- UI/UX & Web Design4 December 20258 min readUpdated · 28 August 2026
2026 web design trends: minimalism, speed and mobile-first
Is your website draining your ad budget? Picture a dazzling storefront with a door too heavy to open — the customer leaves before ever stepping in. In the second half of 2026, web design faces the same door problem: it now rests on speed, code hygiene and mobile necessity.
Sude Albayrak
- Brand & Storytelling14 November 20246 min readUpdated · 28 August 2026
The new ally, UGC: why is social proof stronger than any ad?
What catches your eye mid-doomscroll isn't a polished ad but a sincere video from someone like you. The neuroscience behind UGC, the GoPro and Airbnb examples, and how to bring your brand down to the campfire.
Çağrı Erdoğan
- Conversion Optimisation13 October 20246 min readUpdated · 23 August 2026
How do you optimise your landing page for maximum conversion?
The ads are perfect, traffic is peaking — but nothing converts. The problem is usually the landing page, not the traffic. Seven rules with real numbers: 25% from a headline, 30% from a CTA, 40% from simplicity.
Burak Arda Özgül
- Performance Marketing7 October 20246 min readUpdated · 23 August 2026
7 performance marketing mistakes you still make in 2026 (and probably will in 2027)
Even the biggest brands pour millions into campaigns and derail on preventable mistakes. From missing KPIs to forgotten retention — seven traps and the way out of each.
Burak Arda Özgül
- E-commerce6 August 20246 min readUpdated · 2 October 2026
Sales notifications at 5 a.m.: what does a real e-commerce agency change?
A morning where you go to bed without silencing your phone and wake to sales notifications. I lived that scene — it took three months from zero. This is the guide to what was done right in those three months.
Burak Arda Özgül
- Business Building3 August 20249 min readUpdated · 23 August 2026
8 questions to ask an agency before you sign
The right agency changes a brand's course; the wrong one costs you a budget and a year. There's a way to tell them apart in the first meeting: eight questions, and what to listen for in each answer.
Burak Arda Özgül
- Brand & Storytelling1 August 20246 min readUpdated · 28 August 2026
The first brand engineer: lessons from Jesus of Nazareth
No internet, no social media, not even a reliable postal system — yet the message has spread for two thousand years. A timeless brand lesson on vision, community, parables and networks.
Burak Arda Özgül
- Brand & Storytelling30 July 20245 min readUpdated · 28 August 2026
Marketing for a Roman emperor: story, insight and human psychology
The principles Caesar used to conquer lands and hearts still hold: storytelling, real insight and human psychology. A guide from Rome to modern marketing.
Çağrı Erdoğan
- Brand & Storytelling27 July 20246 min readUpdated · 28 August 2026
How is guerrilla marketing evolving in the digital age?
Known for unconventional, low-cost tactics, guerrilla marketing has adapted to the digital age. Two things haven't changed: storytelling and real insight.
Çağrı Erdoğan
Where do we start?
Three entry doors at three speeds. Pick the one that fits.