Based on your average AOV, re-purchase cycle, and retention curve
What we can afford to spend to profitably acquire a customer
What we need to do to increase order value (e.g., bundles, upsells)
When your marketing spend recovers, based on margin & LTV
MER, aMER, CAC by channel—so we allocate budget smartly
Number of assets needed to support forecasted spend and testing
This process means: