Welcome to Episode 25 of Growing Ecommerce. This time, Mike is joined by Katherine Munro, a data scientist at smec. If you have a stereotype in your mind that data scientists are brilliant, then Katherine will not disappoint you. She is a fountain of knowledge – disciplined and scientific as you might expect, and also incredibly creative in her thinking.
We catch up about some current projects she’s working on and then dive into CLV, or Customer Lifetime Value. What is CLV exactly, what are approaches to calculating or modelling it? How can we use it in an ecommerce setting? We talk cohorts, categories, and KPIs.
About Smarter Ecommerce (smec)
Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight.
As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport.
Follow smec for performance marketing insights:
Website: smarter-ecommerce.com
LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh
Newsletter: smarter-ecommerce.com/en/newsletter/
Instagram: instagram.com/smarterecommerce
