Research Outline

Personalization, Acquisition, Retention


To provide best practices for going from "0 personalization" to best in class and challenges faced by marketers when it comes to customer acquisition and retention.

Early Findings


  • One of the biggest challenges to marketer when it comes to customer acquisition is the cost of advertising.
  • According to Adstage, "the median cost-per-click for Facebook News Feed ads has risen from $0.43 in the second quarter of 2018, to $0.64 during the second quarter of 2019."
  • The cost per acquisition has also been rising rapidly in the last several years.
  • That is partially due to the fact that many of the marketing channels are somewhat unreliable.
  • For instance, a study done by Power Digital marketing showed that visitors on the Facebook News Feed "spent less than a second on the site and did virtually nothing."

Differentiation and Advertising Messaging

  • Another big challenge faced by marketers is the sheer volume of ads presented to the general public.
  • According Market Reach, customers are presented with over 5,000 different ads per day, which makes differentiation extremely hard to achieve.
  • The issue is especially relevant in the case of digital retargetting where consumers are being shown the same ad multiple times. This can lead to serious discontent and a potential for customers to switch brands.
  • In fact, trust in ads has more than halved in the last 25-30 years, going from 50% favorable in the 1990s to below 25% in 2018.
  • As such, it is important to always make sure that the focus of the acquisition campaign is to build trust and provide a positive experience to the potential customers.