Personalization at scale for acquisition and engagement

Imagine if H&M only sold size large men’s shirts because that is what the average male wears? What if they only sold size small women’s shirts because that is what the data showed was the average size for the female? They would be leaving so much money on the table, due to only producing for one category of customer. So, why do companies think it is fine to funnel customers to the same website, delivering the same content and messaging to each, if everyone is different? In this post, I want to shed light on how I believe technology companies can use data to drive persona based personalization. Continue reading

What is often overlooked when building a lifetime value model

Over the past six months, I’ve been working on SketchBook, a subscription based sketching app, where I spent a lot of time thinking about the concept of customer lifetime value (LTV) and customer acquisition cost (CAC). Tons, and I mean tons, of content has been written about both these concepts from the marketing gurus of this world, but as I built out an LTV model for SketchBook, I realized a few complexities with building such a model that are often overlooked. Continue reading