8
What’s Working:
Traditional Media Cost of Customer Acquisition
In this chapter, we will discuss COCA (cost of customer acquisition) and ROI (return on investment), two common business measures that we should all be familiar with. For each of our marketing campaigns, we should know these numbers off the top of our heads, but we don’t.
In many cases, we don’t even want to know how bad the numbers are. If we knew the actual ROIon each of our traditional marketing campaigns, we would be both astonished and dismayed.
Every business should look at its cost of customer acquisition twice a year and after each campaign. The old business adage goes, “You ...
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