← All work
03 · CPG · UNIT ECONOMICS
Cutting
CAC
in half
A supplements brand was launching ads without knowing what a customer really cost. I built the model that showed it, then implemented it.
Blended CAC$40sDown from $86, with lower weekly spend.
SMS share16.6%Of revenue, up from 5.4%.
Flow revenue39%Of email revenue, up from 19%.
3xWeekly SMS revenue, in seven weeks.
Before
and after
01
Blended CACLower is better
Flow share of email revenue
Bars to scale within each row.
One
MODEL
SHOWED WHAT A CUSTOMER REALLY COST
The
model
02
Recreated. Flow is accurate, data is not shown.
What
changed
03
→CAC cut in half
From $86 down to the low forties, blended, while weekly spend went down.
→SMS became a real channel
Rebuilt segmentation and cadence. Weekly SMS revenue tripled in seven weeks.
→Automation doing more of the work
Built the missing flows: browse abandonment, replenishment, post-purchase and win-back.
Next case study →First retention reporting ever