The concept of Cost Per Acquisition (CPA) or Customer Acquisition Cost (CAC) seems incredibly simple – but there is often more to it than meets the eye. What is the difference between CPA and CAC? Nothing! These terms are used interchangeably. For simplicity I’m going to just talk about Cost Per Acquisition (CPA). What is CPA? We can define Cost Per Acquisition as the total costs associated with customer acquisition divided by the number of new customers in any given time per

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 actually a great question, as it will force you to think about growth from a customer perspective – and in my experience has led to some of the highest quality discussions around the board table. It is a key part of establishing your own marketing flywheel. There are of course many different ways to increase Customer Lifetime Value, but I wa

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 sits at the centre of so many topics that I want to cover. In fact, most conversations about growth and marketing investment come back to the value of an individual customer or different types of customer – whether that is defining your Ideal Customer Profile (ICP), choosing how much to spend on marketing, or considering how to develop your pr