Customer Acquisition Audit

Judge the customers you won

Purpose: Follow each channel’s customers forward, since a cheap acquisition that churns quickly can be worth less than an expensive one that stays.
Inputs: The fully loaded CAC by channel from Load the real cost
A CRM or billing export followed forward at least 90 days per customer
Method: Measure gross margin, activation, and refund or early-cancellation rate at 30, 90, 180, and 365 days, per channel
Grade the evidence for common waste patterns honestly: churn-prone cohorts, full-price win-back, low-intent leads, sales-cycle cost
Treat win-back as its own economics problem, not a blanket discount-or-not policy
Flag branded search for an incrementality test rather than assuming it either works or doesn’t
Output: Cohort margin and retention per channel, and a graded list of which waste patterns actually show up in the data.
Data: CRM Accounting Advertising platforms

The reasoning behind this one capability, with a worked example.