Surviving the Attribution Apocalypse: Marketing Efficiency Ratio vs. Media Mix Modeling
Advertising works. The only issue is the measurement tools digital advertisers have historically used to track performance and attribution are increasingly ineffective, thus shrouding digital advertising in murky analytics.
What is CLV and why is it important?
Fundamentally, if your CLV exceeds your CAC, you have a scalable acquisition channel. Applied to paid digital advertising, you can spend as much money available to acquire new customers as long as your CAC is lower than your CLV. So this becomes the most important metric to clearly define and track as you scale your acquisition channels.
The Only Way to Guarantee Growth with Digital Advertising
We have found that most digital advertisers and agencies tend to get overwhelmed and distracted by the multitude of metrics and optimization levers available to digital advertisers.
How to Approach Marketing Funnels and Optimize Paid Advertising
Good digital advertisers need to be proficient in two complementary skills — assigning performance metrics by marketing funnel location and contextualizing optimizations