From CAC to LTV
Posted: Sat Jan 18, 2025 5:15 am
There is an increasing understanding that the challenge of digital marketing should not be in acquisition, but in loyalty. Loyalty starts from the moment of segmentation to capture the user and from the moment you set marketing objectives focused on the Customer Acquisition Cost data. Only the first sale. As we gain historical data, the challenge, also in acquisition, should be to evaluate the Lifetime Value of the users captured, in order to direct marketing actions to those who provide the most value to the business in the form of recurring customers.
You need First Party Data
It is clear that the issue of cookies is difficult. On iOS it is blocked and in some browsers like Firefox as well. It is resisting because Google still uses them, and this means: Chrome, Android, etc. Although it albania business email database has been warning for months that it is time to “change the model”, cookies are numbered. The best thing you can do is prepare yourself so as not to depend on third parties in this regard, that is, to have your own data on users, which is what first party data means .
It is worth looking for a CDP (Customer Data Platform) that allows you to collect, organize and then activate in marketing actions all the interactions that users have with your brand. That is, what they have done on the website, what they have bought, interactions with our emails, with our advertising campaigns... so that, based on that, you can then do email automation, advertising, retargeting, etc.
I know, it sounds complicated. But remember… the slap in the face will be worse if you have to plan blindly when there are no cookies. So get ready for a world of cookieless digital marketing.
You need First Party Data
It is clear that the issue of cookies is difficult. On iOS it is blocked and in some browsers like Firefox as well. It is resisting because Google still uses them, and this means: Chrome, Android, etc. Although it albania business email database has been warning for months that it is time to “change the model”, cookies are numbered. The best thing you can do is prepare yourself so as not to depend on third parties in this regard, that is, to have your own data on users, which is what first party data means .
It is worth looking for a CDP (Customer Data Platform) that allows you to collect, organize and then activate in marketing actions all the interactions that users have with your brand. That is, what they have done on the website, what they have bought, interactions with our emails, with our advertising campaigns... so that, based on that, you can then do email automation, advertising, retargeting, etc.
I know, it sounds complicated. But remember… the slap in the face will be worse if you have to plan blindly when there are no cookies. So get ready for a world of cookieless digital marketing.