Ecommerce Playbook: Numbers, Struggles & Growth Measurement Mistakes That are Costing You Millions
17 snips
Mar 4, 2025 Discover why your advertising performance may be misleading and learn how to fix it. Explore the hidden effects of Meta and YouTube ads on sales across various platforms. Understand the importance of incrementality over traditional metrics as brands increasingly navigate complex growth strategies. Mid-sized brands face unique challenges, and assessing customer acquisition metrics reveals the need for a multi-channel approach. Finally, uncover the significance of integrating e-commerce platforms for more accurate reporting and effective decision-making.
AI Snips
Chapters
Transcript
Episode notes
Outdated Measurement Systems Hinder Growth
- Many 8-9 figure e-commerce brands struggle with growth due to outdated measurement systems.
- These systems often prioritize traditional metrics like MER and ncROAS, which don't reflect the full impact of omnichannel strategies.
DTC Efficiency vs. Overall Efficiency
- Reported efficiency might decrease on DTC channels while actual efficiency across all distributions remains stable or increases.
- This is because paid media impacts all distribution channels, including Amazon and retail, which traditional metrics often overlook.
Check Your Reporting Structure
- Examine your internal reporting structure and the metrics you use to assess media performance.
- If you sell on Amazon but don't include it in your calculations, you have a measurement problem.