DTC Podcast Bonus: Why You're Looking at the Wrong Data: Cohorts vs Averages with Lifetimely's Jason Prowd
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Jul 9, 2025 Jason Prowd, a data strategist at AMP/Lifetimely, shares insights on moving DTC brands from confusion to clarity through cohort analysis. He emphasizes the need to focus on retention strategies rather than just acquisition, revealing how hidden revenue can be uncovered in underutilized cohorts. Prowd discusses optimizing subscription offers for better engagement and the importance of behavioral triggers for enhanced campaign performance. His approach advocates for a culture of continuous testing and adaptation to meet evolving customer needs.
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Focus on Fewer Metrics
- Businesses drown in data but lack actionable insights.
- Focus on one or two key metrics that matter now to make effective progress.
Prioritize Retention Over Acquisition
- Prioritize retention and repeat purchases over acquisition for better ROI.
- Optimize lifetime value by focusing on customers already acquired to combat rising acquisition costs.
Unexpected High-Value Customer Cohort
- A wellness brand discovered a small male cohort had double lifetime value despite little investment.
- They used this insight to test adding male samples and expanded their acquisition strategy accordingly.