Discusses using LTV (lifetime value) multipliers within forecasting models to set budgets that maximize long-term contribution margin rather than just guessing.
Discusses using LTV (lifetime value) multipliers within forecasting models to set budgets that maximize long-term contribution margin rather than just guessing.
Explores seasonality and media buying, specifically highlighting 'max lifetime contribution margin' as the primary metric for optimal budget allocation.
Unpacks the Spend & aMER model, which uses various LTV windows (up to 1 year) to forecast the most effective budget levels for ecommerce brands.