Every term is defined twice: once the way a filing would put it, and once the way somebody would explain it to you across a table. The second one is usually the one that sticks.
Showing 3 terms
Customer Acquisition Cost — marketing spend divided by the number of new customers it brought in.
Rising CAC means growth is getting more expensive. Read it against lifetime value: below one, every customer acquired is a net loss.
A commissioned study by an independent research agency, included in an offer document, describing market size, growth, segment split and capacity across an industry.
Often the only free source of a denominator for market share. Take the historical counting and treat the forward projections as advocacy — the report was paid for to sell shares.
Lifetime value — the total contribution a single customer is expected to produce across the whole relationship.
Only meaningful next to CAC. Below one, the company is buying revenue rather than earning it.