CAKE’s Marketing Intelligence Platform Empowers Company to Easily and Accurately Measure Customer Lifetime Value Against Cost Per Acquisition
Accelerize and its digital marketing software division CAKE announced that one of San Diego’s fastest-growing technology companies has selected its enterprise SaaS platform, Journey by CAKE, to more accurately measure and optimize key customer metrics including lifetime value (LTV) and cost per acquisition (CPA). Specializing in web development and internet marketing, the client chose Journeyto capture a detailed view of the end-to-end customer journey across multiple marketing channels, from the first touchpoint all the way through to a final conversion.
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As the developer of several subscription and membership-based web applications, CAKE’s client leverages paid search, affiliate, social, email, SEO, display, and video channels to reach new customers. Using Journey’s advanced analytics and multi-touch attribution capabilities, the company is enabled to accurately measure CPA across marketing channels and evaluate CPA against the LTV of each customer.
“With so many channels and approaches to choose from, marketers need to secure a clear picture of the results from their digital advertising investments. It doesn’t make sense, for example, to spend more acquiring a customer than the expected lifetime value of the relationship,” said Santi Pierini, CAKE President and Chief Operating Officer of Accelerize. “Journey is specifically designed to help marketers measure campaign performance and weigh the costs of each touchpoint along the customer journey against the expected return on advertising spend. Armed with real data about what’s working and what’s not, our clients can make intelligent decisions about how to structure their campaigns for optimum performance.”
According to eMarketer, US marketing professionals are increasingly interested in deploying attribution to better understand the performance of their campaigns. The research company estimates that more than six in 10 US companies will use multichannel attribution in 2018.