The Andrew Faris Podcast The Smartest DTC Operator You Haven't Met Is Optimizing With Data You Aren't Even Looking At
Nov 14, 2025
Michael Ting, Head of Revenue at Jaxxon, brings his data-driven expertise to the table. He dives into why Jaxxon focuses on cost-per-lead as a core metric, detailing its impact on timing seasonal spending. Michael discusses leveraging low-cost opportunities during volatile market moments and the varying values of leads based on timing. He emphasizes the importance of predictions in refining marketing strategies and urges businesses to balance risk with decision-making. The conversation balances long-term growth with tactical spending in the competitive DTC landscape.
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Cost Per Lead As A Leading Revenue Indicator
- Jaxxon optimizes marketing by targeting cost per email lead as a leading indicator of future revenue.
- They match email signups to Shopify purchases to plot predictable lifetime value curves per lead.
Buy Leads Before Peak Moments
- Spend more on acquisition when CPMs are low before major moments and pull back when CPMs spike during peak promotions.
- Buy leads early (e.g., late Oct) to capture decisions made for Black Friday rather than only advertising on the day of the sale.
Surging Into Cheap Demand During Tariff Volatility
- During Q2 tariff volatility Jaxxon surged into cheap acquisition because they believed future value would mature.
- That built a large funnel and a resilient baseline ahead of Memorial Day and Father's Day.