What counts as first-party data for an ecommerce brand, and where should it live?
First-party data is what you record in a direct relationship with your customer. Modeled conversions and platform audiences look like it and aren't.
7 min read
#marketplace
5 articles
Data lake vs data warehouse vs lakehouse for ecommerce and marketing data
A lake keeps raw data, a warehouse keeps modeled data, a lakehouse puts transactions on open files. None of them defines net revenue.
8 min read
LTV:CAC for ecommerce brands that also sell on Amazon
LTV:CAC divides the margin a customer returns by what it cost to win them. Selling on Amazon hides repeat buyers and platform data shrinks CAC.
7 min read
Marketplaces return traffic, never its source
Amazon's own schema returns 28 traffic fields per product and zero origin fields. The absence is in the schema, not your integration.
8 min read
Why you can't compute LTV across marketplace and own store
Amazon documents its buyer email as anonymized, and no order carries a traffic source. Cross-channel identity is absent by design.
8 min read