Judulnya saja sudah menarik, membuat penasaran, apalagi isinya. Ini termasuk tulisan lama, namun tetap menarik untuk dibaca kembali, terutama buat mereka yang sedang mencari cara bagaimana meningkatkan penjualan.
In sum, we believe simply measuring aggregate COA against CLTV is no longer sufficient. Instead, we recommend analyzing disaggregated data that marries how a customer was acquired to how much he or she purchased over time. The resulting analysis will show that some customer acquisition modes may attract much more valuable customers than others, even if they may cost somewhat more.
When the Parts are More Powerful than the Sum, Google Think.
Catatan:
COA = Cost Of Acquisition
CLTV = COA and Long-Term customer Value, or simply Customer LifeTime Value
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