This article looks at ecommerce marketing as a connected system, not a pile of...

https://rowansinspiringword.cloudhinter.com/posts/why-do-successful-channels-sometimes-make-the-business-worse

This article looks at ecommerce marketing as a connected system, not a pile of separate campaigns. It explains how your offer, channels, customer experience, and follow-up affect AOV, CAC, conversion rate, and repeat purchases