Money & Work
Marketing
Make people want things, ethically
Novice
Mastery0%
Novice
Money & Work
Make people want things, ethically
Novice
Subdomain
The numbers behind marketing: customer acquisition cost, lifetime value, payback period. Without these, every campaign is vibes.
CAC vs LTV
Cost to win a customer (CAC) must be lower than what they're worth to you (LTV). Otherwise you're paying to lose money.
Open
Brand vs performance marketing
Brand marketing builds long-run memory and preference. Performance marketing drives a measurable action this week. Both are needed; trading one off entirely for the other is the most common mistake.
Open
Cohort analysis basics
Grouping users by a shared start date or event, then tracking their behaviour over time, so you can see retention, revenue, and habit patterns clearly.
Open
NPS and its critiques
A single-question survey asking how likely a customer is to recommend a product on a zero to ten scale, used as a headline loyalty metric despite ongoing methodological debate.
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AARRR pirate metrics
Dave McClure's five-stage growth framework covering acquisition, activation, retention, referral, and revenue, with one or two metrics per stage.
Open
Positioning
Owning one clear idea in the customer's mind.
CAC
Customer Acquisition Cost, total cost to land one paying customer.
LTV
Lifetime Value, total gross profit a customer brings over their lifetime with you.
Jobs-to-be-Done (JTBD)
The frame that buyers hire products to do a job in their life.
Mental availability
How easily the brand comes to mind in a buying moment.
Physical availability
How easily the brand can be bought, distribution, shelf, search results.
Distinctive asset
A logo, colour, sound, character that's owned and recognisable in 200ms.
Funnel
A model of prospect drop-off from awareness to purchase (e.g. AIDA).