Category · 06 of 15

Customer Acquisition and Retention

CAC definitions, payback, LTV ratios and where acquisition spend is genuinely incremental rather than merely attributed.

8 articles
in this category

2 authors avg 22 min last updated 28 Jul 2026

All posts AI & Technology 8 Brand Loyalty 5 Collaboration 1 Consumer Insights 2 Consumer Privacy 8 Acquisition 8 Data-Driven Marketing 27 E-Commerce Trends 3 Emerging Technologies 0 Ethical Marketing 5 Marketing Strategies 6 Measuring Performance 4 Omnichannel 2 Open Banking 5 Personalization 24

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01 CAC Optimisation: Four Frameworks That Fix Broken Metrics Learn when to use working, fully loaded, incremental and attributed CAC, how calculation choices change the result, and which metric fits each decision. İlkem Erul · 15 Jan 2026 · updated 27 Jul 2026 · 21 min 02 The CAC-LTV Squeeze: Why Profitable Growth Matters in 2026 What changed in 2025 and 2026, why weak payback and customer quality are under scrutiny, and what the CAC-LTV squeeze means for growth leaders. İlkem Erul · 2 Jan 2026 · updated 27 Jul 2026 · 12 min 03 Origins of Affiliate Marketing: Pay-for-Performance Origins of affiliate marketing: a sourced history from Prodigy and PC Flowers to CDnow’s BuyWeb and Amazon Associates, plus tech, timeline, and FTC rules. Isla Penelope Brooks · 10 Jun 2025 · updated 23 Feb 2026 · 5 min Read → 04 How to Acquire High-Value Customers: A Practical Framework Learn how to define customer value, build mature seed cohorts, test defensible predictors and optimise acquisition towards realised contribution. İlkem Erul · 2 May 2025 · updated 27 Jul 2026 · 32 min 05 Customer Acquisition Strategy: Channels, Data and Execution Design a customer-acquisition strategy across proposition, demand creation, channels, measurement, first-party data and execution. İlkem Erul · 18 Mar 2025 · updated 27 Jul 2026 · 16 min 06 Customer Acquisition vs Retention: Budget Allocation Use marginal contribution, CAC, CLV, payback and churn to decide how much to invest in acquisition versus retention, without fixed ratios. İlkem Erul · 14 Jan 2025 · updated 27 Jul 2026 · 31 min 07 How to Reduce CAC Without Sacrificing Customer Quality Diagnose rising CAC and remove acquisition waste: improve conversion, qualification and channel mix without weakening contribution. İlkem Erul · 31 Dec 2024 · updated 27 Jul 2026 · 31 min 08 Customer Churn: Causes, Metrics and How to Reduce It Define and calculate customer churn, diagnose preventable causes, prioritise interventions and measure the causal impact of each. İlkem Erul · 10 Dec 2024 · updated 28 Jul 2026 · 30 min

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AI and Technology in Marketing 8 Brand Loyalty and Customer Engagement 5 Collaboration and Partnerships in Marketing 1 Consumer Insights and Behavior 2 Consumer Privacy and Data Ethics 8 Data-Driven Marketing 27

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