SINGAPORE · DIGITAL & ECOMMERCE MARKETING

Lucas Lim Kai Yi

Growth · eCommerce · AI-augmented marketing · tap to skip

Notes

Measured, not asserted.

Research I ran myself, with the method and the raw data published alongside the conclusion. Including the parts where the data disagreed with me.

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Process · working notes
The first 90 days: how I take over a digital function
Condensed from a 29-page digital business review I wrote before starting my current role. Audit first, fix the foundations, then build the things that keep working after the plan is over.
15 September 2026 · 5 min read
Search · original research
60 restaurant searches, zero AI Overviews
What actually decides whether a brand's own website shows up in search, and what changes when the customer asks an answer engine instead.
8 September 2026 · 7 min read