ROAS, while an important metric, isn’t the end-all be-all of marketing success. A more holistic view of overall profitability is what matters, according to Kathleen Booth.
Marketing can be used for both aquisition and retention. Keeping your existing customer happy and shopping is what Customer Value Optimization is all about.
Oftentimes there is a bit of a disconnect between marketers and data analysts, but given the increasing importance of data-driven marketing it’s more crucial than ever for them to learn to speak the same language. On this episode of Optily Radio, we talk all things data visualization.