September 25, 2018

Awareness vs Acquisition Problems

Here's the "Great Eight":
  1. Audience.
  2. Awareness.
  3. Acquisition.
  4. Welcome.
  5. Anniversary.
  6. Optimization.
  7. New Merchandise.
  8. Winning Merchandise.
Run your comp segment analysis. If you see this, you have an Acquisition problem.

Fifteen months ago, something changed. The counts of new + reactivated buyers reversed, and since then new + reactivated buyer counts have been in decline. This is an Acquisition problem. Somebody decided to cut back on acquisition spend.

This is what an Awareness problem might look like.

Of course I'm exaggerating here - but on average, the numbers consistently trend down. This is what catalogers have run into - they've gone to the co-op Pez dispenser too many times and there isn't a lot of candy left.

Awareness Problem:
  • Customer Acquisition counts have trended negative (maybe 2 out of 3 months, on average) for several years.
Acquisition Problem:
  • There is an "inflection point" where somebody made a decision to spend less and as a result metrics look bad.

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