Work & thinkingCase studyYamibuy
Would they have bought anyway?
At Yamibuy, the acquisition work started with a question about what the reporting was giving us credit for.
- Question
- Which customers were we bringing in, and which were already likely to buy?
- Decision
- Reconsider retargeting spend and put more emphasis on acquiring new customers.
- Result
- −15%CAC below baseline, alongside 25% year-over-year growth in orders.
A good-looking report deserved another question.
Retargeting reaches people who have already shown interest. Some of them may buy without another ad. A reported conversion is useful information, but it doesn’t settle how much the ad changed the outcome.
That distinction mattered when deciding where the next dollar should go.
Would these customers have bought anyway?
Reconsider the allocation.
I moved spend away from retargeting and toward new-customer acquisition. It was part of broader work on the acquisition program, whose results included CAC 15% below baseline and orders up 25% year over year.
Those are results of the broader work. They shouldn’t all be credited to one budget change.
The next budget needs a better explanation.
A channel can deserve investment even when its report looks less flattering than another’s. The decision depends on what it contributes to the business, and the evidence we have for that contribution.
Recommendations