Pricing, margin, lifetime value and the commercial levers that lift revenue without simply buying more traffic.
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Revenue optimisation improves conversion, pricing, mix and retention so more profit comes from demand you already have.
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Pricing and margin growth come from clearer packaging, stronger proof and less reflexive discounting - not from hoping costs stay still.
Customer lifetime value changes what you can afford to acquire and how hard you should work to retain. Ignore it and acquisition ceilings stay artificial.
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