Many eCommerce businesses measure growth through short-term metrics such as revenue, ROAS, or conversion rate, without truly understanding what is happening within their customer base.
This session presents a practical approach that starts with analyzing purchasing behavior to assess the quality of growth and support more informed decisions on acquisition and retention, with the goal of sustainably increasing revenue and profitability.
Through practical examples and recurring patterns observed across multiple eCommerce projects, the talk will demonstrate how customer base analysis can become a concrete decision-making tool for marketing.