"This paper aims to layout the current state of Customer Lifetime Value calculation research. It is entirely practical, so mathematical descriptions will only be discussed where they are important from a practical perspective. It also aims to provide both code and spreadsheets to allow for usage of the models discussed. None of the work shown and discussed here is original, I will point out references in the text but please also see the references listed in the bibliography for further details."
Are you a CMO? When was the last time you invested money into Customer Acquisition? Today? When was the last time you felt confident spending one dollar because you’d get back 10 dollars? And I’m not speaking about extrapolating LTV. I’m speaking about real LTV on a specific customer. Tracking Customer Acquisition can solve all your problems. But it’s not as easy as it may sound. Many solutions are available but they all have pros and cons… This article will give you all the solutions to help you measure Customer Acquisition and compute your Customer Acquisition Cost (CAC).
Metrics are quantifiable measures used to track, monitor and assess the success or failure of various business processes. Metrics differ per organization, it is critical for growth because only things that are measured can be effectively improved. Common topics around metrics including AARRR Pirate Metrics, KPI, North Star Metric etc.
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