Learn to Media Buy Like a CFO
Ecommerce Playbook: Numbers, Struggles & Growth
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What Do You Think People Are Seeing?
The idea that media dollars or customer acquisition has an obligation or responsibility to generating a positive return is pretty novel. It's actually pretty new to the system to think this way. Most media buyers, I'd have no know how their business is capitalized and what the cost of the capital is that they're spending such that they could use it to set an appropriate ROAS or CPA target for their business. They also don't have a very clear view of the LTV on a net basis.
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