In prepping for an interview for an internal role change. I would be taking over our DTC business. Our recruiter said the one of the topics the new a VP will want to focus on is data analytics. I’m prepping for DTC metrics like CAC, LTV, basket size and conversion rates, but I’m concerned I’ll get some broader analytics questions. Are there any KPIs and frameworks I should be ready to discuss?

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Went through something similar last year. Beyond the core DTC metrics, I'd prep attribution modeling (especially first vs. last touch — VPs love debating this), cohort analysis for retention, and contribution margin by channel. Knowing how to connect CAC:LTV to payback period tends to land well with analytics-focused leaders. Also brush up on incrementality testing if paid media is in scope — it shows you think beyond vanity metrics. What channels is the DTC business currently leaning on most?

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