In this episode of the eCommerce Lab podcast, Ali Babul, Chief Evangelist at Trellis, shares insights on the crucial shift from focusing on one-time transactions to maximizing customer lifetime value (LTV) on Amazon. He highlights the power of Amazon Marketing Cloud (AMC) in understanding customer journeys and refining advertising strategies. Rather than just concentrating on return on ad spend (ROAS) and advertising cost of sales (ACOS), the conversation reveals how AMC data provides insights into multi-touch attribution. This allows sellers to pinpoint profitable customer pathways and develop more effective campaigns, product bundles, and even new offerings. The main takeaway? Prioritize building brand loyalty and enhancing LTV for sustainable growth, instead of merely chasing individual sales.
