E-commerce
Online retailers and DTC brands where growth is measured in revenue and acquisition cost, and where every channel has to answer for its contribution.
What usually brings people here
- Acquisition cost rising faster than order value
- Paid channels reporting conversions the business cannot find in its own data
- Organic and paid competing for the same demand without anyone noticing
- Seasonality making it hard to tell a real change from a normal one
The measurement problem is sharper here than anywhere else, because the platforms all claim the same conversions. The first useful step is usually tracking that does not depend on the channel being evaluated, followed by a baseline that accounts for seasonality rather than being flattened by it.