Omnichannel brands: you're allocating expenses wrong
If you're allocating based on percent of sales, you're probably investing in the wrong areas if your business.
The tl;dr
Survivorship bias is a type of sample selection bias that occurs when an individual mistakes a visible successful subgroup as the entire group
Allocating expenses across channels based on a percent of sales means you’re allocating on the basis of survivors (ie converted customers) rather than the entire affected population (including those that …
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