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They also have repeat purchase behaviour. This means that the biggest part of the revenue lies in the future, making it harder to optimize the campaigns. A lot of marketers tend to focus on short-term KPIs, such as the revenue generated by the first purchase in beCHARGE’s case. By doing this, they are ignoring the fact that the same customer might come back later to do additional purchases, bringing in more revenue. As a result, they also underestimate the investment they can make to acquire new customers. Ultimately, they miss out on customers they could have acquired at a reasonable acquisition cost.
It is therefore crucial for a business like beCHARGE to get an idea of the expected future revenue and the customer acquisition cost. Like that, they can assess if they can be more aggressive and/or invest in upper-funnel channels to generate more awareness.
In our blog article, we explain the importance of understanding customer lifetime value in more detail.