The importance of cross-channel resource allocation

One key insight from the podcast episode is the importance of allocating resources across different channels to find the next cheapest customer. This involves testing new channels, even if they may not be part of the mature channel mix yet, in order to tap into new audiences and unlock potential growth. It's crucial to take a cross-metric view of channel performance and assess the impact on full-funnel goals like transactions, brand awareness, and consideration. The goal is to find a balance between allocating resources efficiently and continuously testing new channels for opportunities.