Category: customer aquisition

Dissecting customer acquisition costs

Posted on Oleksiy NesterenkoPosted in customer aquisition, operational finance

Numerous consumer internet businesses employ Lifetime Value formula to assess viability of their business models and marketing campaigns. The concept is rather simple: customer lifetime value (LTV) must exceed customer acquisition costs (CAC or CPA), and as long as the LTV is higher than CAC then marketing teams are delivering positive ROI to a company. […]

Mobile digital video advertising is the future

Posted on Oleksiy NesterenkoPosted in business strategy, customer aquisition, operational finance

Video is quickly becoming the dominant medium of the smartphone era. According to the recent study by BI intelligence, US digital-video advertising revenue from mobile-based video ads will top over $1.2 billion this year, equaling ca. 25% of the total video advertising revenue. That figure is expected to grow at a five-year compound annual growth […]