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Defining an Ideal Customer Profile by understanding customer problems
An Ideal Customer Profile (ICP) is a description of the customers that you would most like to acquire for your business. In other words....
LTV to CPA ratio – understanding some real-world customer lifetime value examples
LTV, or customer lifetime value , is one of the most important metrics for your business to understand. It equates to your ability to...
Important but not Urgent: Using the Eisenhower Matrix in Marketing
Working as both a marketing leader and an investor, a constant challenge has been to prioritise among the myriad ways that I could spend...
Creating sustainable competitive advantage through customer acquisition
It goes without saying that being able to efficiently acquire new customers is integral to long-term profitable growth. But what if it...
The LTV to CPA ratio – the must-know metric
The ratio of Customer Lifetime Value (LTV) to Cost Per Acquisition (CPA or CAC) is one of the most important commercial metrics for any...
What is Cost Per Acquisition (CPA) / Customer Acquisition Cost (CAC)
The concept of Cost Per Acquisition (CPA) or Customer Acquisition Cost (CAC) seems incredibly simple – but there is often more to it than...
How to increase Customer Lifetime Value
It’s the obvious follow-on from any analysis of Customer Lifetime Value (CLV or LTV) – ‘that’s great, but how can we increase LTV’? It’s...
What is Customer Lifetime Value (CLV or LTV) and why does it matter
When I sat down to think about the very first piece to write for CoppettHill.com, Customer Lifetime Value was an obvious choice, as it...
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