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Data is the New Black

Idea in Brief:

Understanding Customer Aquisition Costs (CAC), knowing your customer and listening to data builds resiliency in business.

Remember, if your goal is to get a bar full of cowboys to dance, understand their needs before you pay the jukebox.

Because cowboys don’t know how to dance to pop music (can’t move fast enough – too much starch in their jeans).

Know your customer, what they need, when they need it and the amount it’s costing you to inspire them to do the thing you want them to do.

Otherwise, you risk paying too much for too little in return. You’ll be all Rhianna and no diamonds.

Talk Summary:

Tracking data is the path to revenue growth. CAC is a vital budget tool. Awareness is the first step to lowering CAC.

Troubleshoot leaking acquisition funnels:

• Understand your audience; segment ads to solve their problems
• Improve UX (User Experience) and CX (Customer Experience)
• Make great content
• A/B test your approach
• Listen to your results
• Net higher gains per customer through retention

Focus more on business operations, logistics and CX — less on superficial glamorous things. Cognitive bias and vanity metrics are data traps.

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Recommended Knowledge

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This PDF contains basic calculations for CAC, CLV and Allowable Cost — CAC’s bossier older sister.

It’s like homework except not boring because it can make you money!

Refresh your memory with these super beautiful slides from my talk.

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