A column by Taylor Jones

The Growth Engine

How Austin's best operators actually grow — tactics, teardowns, and lessons from the people running the plays. Published here at ATX Marketing Innovators.

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Issue 04 · Retail media

The Retail Media Reckoning: Why Your ROAS Screenshot Is Lying to You

A strong ROAS can sit right on top of a shrinking business. Here's the metric that survives a CFO conversation — and the four gates to clear before you spend another dollar on retail media.

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What you'll find here

Measurement that survives a CFO

Metrics that tie marketing spend to real business outcomes, not dashboard theater.

Teardowns of real plays

What Austin operators actually ran, what it cost, and what it returned.

Judgment over budget

How to decide where a dollar goes when you can't outspend the category leader.

About the author

Taylor Jones is Managing Owner of Wishbone Advisory and founder of ATX Marketing Innovators, advising brands on profitable growth across marketplaces, retail media, and DTC.

Learn more at wishboneadvisory.com
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