thoughts &
notes

Most acquisition programs optimize for one number: Customer Acquisition Cost (CAC). That’s a problem. A “cheap” customer isn’t necessarily a good customer. If they churn at a high rate, spend little, or cost more to service than they generate, low CAC can quietly destroy business value. Yet many dashboards still celebrate volume + efficiency: ✔️ Lower CAC ✔️ More conversions ✔️ Higher click-through rates …but say nothing about customer quality . Two customers acquired at the

Why Planners Must Understand Single-Period vs Multi-Period Optimization A long-established principle in marketing science is that advertising works over time—not just in the moment it appears. Work as foundational as that of Simon Broadbent’s have been educating us about this since the 70s.   (The 4 th  edition of Spending Advertising Money by Simon and Brian Jacobs (1984) covers this research and its impact on media decision-making at the time.) An impression served today ra