Not clicks. Not impressions. Real, measurable revenue. Digital acquisition systems for retail that generate purchases, not traffic — and sustained ROAS, not seasonal peaks.
The most common pattern in digital retail: high ROAS during seasons (Buen Fin, Christmas, Hot Sale) and low or negative ROAS the rest of the year. The business depends on the next discount event to rescue the numbers.
The problem isn't the channel. It's the absence of an Always On system that generates constant base revenue and uses seasons as amplifiers, not saviors.
Not all catalog items have the same value for the acquisition system. I analyze margin, historical CVR, average ticket and purchase frequency to identify anchor products — those that should carry the highest budget percentage.
TOFU with awareness and catalog campaigns for cold audiences. MOFU with visitor and viewer retargeting. BOFU with cart abandonment, cross-sell and inactive buyer reactivation. Each layer has differentiated KPIs and budget.
Platform ROAS is a vanity KPI without context. The system I build measures Marketing Efficiency Ratio (MER = total revenue / total investment), per-channel ROAS with data-driven attribution, and incremental revenue to validate the real effect of each campaign.
I build the Always On system that generates revenue every day of the year — and seasons become multipliers, not rescues.
References
Primary documentation for the platforms cited on this page:
Case figures refer to the periods and accounts described in each one; they are not promises of replicable results.
Por Cesar Baz — Performance marketing, data and AI consultant
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