How DTC Brands Can Estimate True Price Elasticity
Last week, we explored how excessive discounting might be training your customers to wait for your next promotion. Certainly, an occasional discount can help an
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Last week, we explored how excessive discounting might be training your customers to wait for your next promotion. Certainly, an occasional discount can help an
You just ran a 20% off promotion and sales spiked handsomely, especially among your regular customers. But then prices go back to normal. And you
With customer acquisition cost (CAC) rising so rapidly, marketers are increasingly under pressure to extract more value per customer. They’ve long known that the key
Customers have never had more options. With so many DTC brands offering similar products and benefits, it’s harder than ever to stand out—and customers are
Customer segmentation frequently begins by identifying your most valuable customers. Most marketers – especially in DTC — start with RFM analysis. RFM is simple, intuitive,
Last week, we discussed the value of media mix modeling in deciding how to allocate your marketing budget. Media mix models are highly effective at
Businesses – especially DTC brands – have never had so many media channels by which to promote their products. Upper-funnel channels like YouTube, TV, Podcasts,
We’ve discussed segmentation in previous posts. Segmentation identifies valuable customers; lookalike modeling (LAL) helps you find more of them. LAL modeling is a predictive modeling
Customer acquisition isn’t guesswork. If you’re running a DTC brand, every visitor to your website represents a probability — not a certainty — of purchase.
Every transaction. Every page view. Every click. Every inquiry. These are windows into your customers’ and prospects’ purchasing behavior. And many DTC businesses have so