When Winning Campaigns Quietly Drain Your Margins: Understanding Cross-Channel Cannibalization
A campaign posting impressive ROAS numbers can still be quietly destroying your bottom line if it is simply recapturing customers you already own. Understanding cross-channel cannibalization requires looking beyond individual performance metrics to measure the incremental value each channel actually delivers. This analysis explores how to restructure your media mix around true profitability rather than the flattering numbers that dominate most marketing dashboards.