Introduction Startups, and why not bigger companies, too, often test marketing channels by allocating a small budget to each channel, and then analyzing the results (e.g. CPA, cost per action) per channel. This is done to determine a) business potential and b) channel potential. The former refers to how lucrative it is to acquire customers given their lifetime value, and…
Associate Professor at the University of Vaasa. Based in Finland. If you'd like me to give a talk or workshop, please reach out via jonisalm@uwasa.fi.