Kevin Hillstrom wrote a Twitter thread on marketing cannibalization.
« Cannibalization. In marketing/analytics, few people understand the concept. »
« – E-commerce is a broth of cannibalization. You take an order that used to happen in a store, you specifically tell the customer a thousand times to instead buy the item online, the customer buys the item online, you pay $10 to ship the item, and then you wonder why stores are empty and the p&l structure is all wonky?»
« The shift from desktop/laptop to mobile? Mostly cannibalization. It’s fine to ask customers to shift channels. You have to carefully watch how the p&l is impacted, and act appropriately. Do not attribute orders to channels when the order would have happened anyway. »