Beware of blended CAC (Cost of Acquiring a Customer) – let me explain
Say that Netflix spent $500 million in marketing last year and added 10 million subscribers. They might calculate the CAC as $500M / 10M = $50, and use that $50 CAC to plow more money into acquisition. But if a closer look reveals that 5 million of those subscribers were organic, whilst paid CAC turns […]
The Marketing Funnel: Are you struggling with the messy middle?
It’s that part of the marketing funnel between ‘awareness’ and ‘conversion’ where a consumer considers or evaluates your brand against others. It is referred to as ‘messy’ since there are so many permutations of the journey it’s hard to define how a consumer will engage at this stage. So what are some of the best […]
