This document presents a solution for gaining insights into e-commerce channel and customer profitability. It proposes a platform to identify the most profitable channels, customers, and products by analyzing metrics like contribution margin, variable marketing spend, and customer lifetime value. This would allow marketers to increase profitability and optimize spending. It provides examples of dashboards and analyses that could be created using the platform, including stacked cost per order, lifetime contribution margin by customer, and category performance over time. The goal is to understand true customer and channel profitability to make more informed marketing decisions.