MBA1998 Guest Teacher – Paul Orlando – How to Understand Lifetime Value (LTV) and Customer Acquisition Cost (CAC)
The $100 MBA Show
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Customer Acquisition
Some types of a channels, say, to acquire a customer, will scale and some will not. So understanding different l t v meal for diferent segments or different cohorts of people coming in at different times is going to be a great help as your business grows. Customer companies tend to struggle with this because they don't think about how long it takes to pay back their customery acquisition cost. Last thing i'll leave you with is the concept of negative churn.
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