Nine Tips for Two-step Acquisitions

For example, if you spent $200,000 in advertising efforts to yield 26,000 new customers, the cost per customer is $7.50. Is that acceptable? Moving from a macro view, separate the total into subcategories (e.g., magazine ads, newspapers, card decks, Internet surveys). Assign a cost (if possible) to corresponding new customers. Identifying, even directionally, those programs that work best enables better decision-making next season.