Tag: Shopback

Today, every line item in the budget, every channel in the mix, is under scrutiny from the C-suite. The conversation has shifted from vanity metrics and upper-funnel awareness to hard ROI, customer lifetime value, and sustainable acquisition costs. It’s a climate that demands not just optimization, but a fundamental…

This week’s conversations sit at the same uncomfortable intersection: how do you build something durable when the systems you’re being measured on reward the opposite? Eric Ries opens the week with the bluntest framing of all — that the short-term metrics CMOs are handed can quietly corrupt the mission…

Today, we’re going to talk about the shifting economics of customer acquisition and how they are causing many brands to rethink their channel strategy. To help me discuss this topic, I’d like to welcome, Carolina Paradas, GM, North America at ShopBack.