Background
A leading direct-to-consumer meal delivery service set out to expand its subscriber base while reducing acquisition costs. The marketing team sought a clearer understanding of which channels were making the largest contribution to the overall growth strategy to help them further refine & optimize the marketing mix.
Objective
The brand set aggressive Customer Acquisition Costs (CAC) between $100 and $150. To meet this ambitious target, the brand needed a partner with in-depth insights to prove channel profitability far beyond last-touch attribution.
Solution
By partnering with Fluent, the client was able to see new opportunities in its attribution data and expanded into a cross-channel marketing strategy. Working together, the client cross-referenced its customer database with Fluent’s first-party data to establish a Most Valuable Customer (MVC) profile. Modeling against the MVC, the client activated the data across email, paid social, display, and 30+ other channels, quickly seeing improvement in campaign efficiency and lowered acquisition costs.
Results
With this cross-channel activation strategy, the brand significantly exceeded its CAC goals. Email conversions led the way and nearly doubled the next biggest channel. Once the data matured, CAC numbers fell below $50. New insights allowed both parties to continuously optimize by leaning into the channels that were working to drive lasting results.
