Absolutely - the next step is to calculate the CLV of different acquisition channels. Maybe Organic search results in a favorable mix of good vs mediocre vs ba

Absolutely - the next step is to calculate the CLV of different acquisition channels. Maybe Organic search results in a favorable mix of good vs mediocre vs bad customers, whereas affiliate marketing results in a poor mix. You can use this information to help inform a new channel decision (a new paid search channel will likely be more similar to another paid search channel then it will be to an affiliate program). Behavioral triggers (which Custora uses) get more complicated -- but maybe we'll touch on that in a future post.