A Brief Background
My interest in acquisition marketing stemmed from a passion for growing disruptive startups. Between ramping digital marketing initiatives and sustaining offline promotion strategy, I admittedly spend most of my day immersed in numbers. Some of my passions are developing cross-attributable marketing campaigns, revamping acquisition cohort economics for the companies I work with, and filling up a fresh cup of coffee.
Cohort Economics
And why understanding them changes all of your marketing decisions
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Multiple-touchpoint marketing strategies will often incorporate various marketing mediums that don't naturally fit into "touchpoint" attribution models. These mediums often generate considerably profitable campaigns, at what often seems like very little incremental marketing spend. To accurately measure your cohort profitability, your attribution model must consider both the revenue and cost implications of these support channels.