The short answer is Yes. Heck Yes. At some point during an e-commerce company’s growth, teams begin to organically form, and team members begin asking “why” and “how many” questions. This often happens when new customers are being acquired, and it’s not easily clear where they came from. You’re no longer measuring marketing ROI by the revenue that came in during the campaign only. Now you’re looking at customer lifetime revenue as the “return” part of the equation.