customer acquisition

I've long hated the CAC/LTV framework (particularly for consumer businesses). Because it’s so tied with creating a structural dependency on Google & Facebook it isn’t only a poor framework, it can lull you into mediocrity. My raw notes over the years of addressing this topic:

If you are in e-commerce and want to understand how ad based customer acquisition is changing, today's @Stratechery interview with @eric_seufert about the Post ATT world is a must read. Don't miss @benthompson suggestion that Facebook just buy Shopify - it's a deep insight 1/n