Customer Acquisition in the US: A Focus on Data, Audience and Lifetime Value - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Customer Acquisition in the US: A Focus on Data, Audience and Lifetime Value

eMarketer Report

By: eMarketer

Published: October 26, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Acquiring new customers is a major priority for most marketers. But in order to maximize the effectiveness of dollars allocated to acquisition efforts, marketers must place an emphasis on data, audience centricity and the lifetime value of customers.

  • Depending on what’s being sold, how it’s purchased and the company’s business model, acquisition means different things to different marketers. Building brand awareness of prospects in the funnel, recognizing an anonymous user as a known entity or signing up and/or making an actual purchase are all ways of quantifying customers.
  • A common thread of winning digital acquisition strategies is data. The savviest marketers use data to inform their marketing mix across channels and devices.
  • Data can also help marketers be more relevant and personalized in their messages to prospects. Filling in gaps in data creates a unified, single-customer view, opening the door for more tailored, audience-centric tactics—an essential part of a strong acquisition strategy.
  • Acquisition doesn’t operate in a vacuum. Locating quality customers with the highest potential lifetime value needs to be done in conjunction with a larger retention strategy.
  • Lookalike audience targeting can often be a highly effective tactic used to locate the best customers possible.

"The majority of US marketers polled by AdRoll and Qualtrics in Q3 2015 allocated their budget to areas of the customer life cycle that were acquisition-focused."

Table of Contents

Acquisition Remains Essential

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Data’s Role in Digital Acquisition

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Customer Lifetime Value

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

12 charts are included in the full report:

Customer Acquisition in the US: A Focus on Data, Audience and Lifetime Value

Primary Area Where US Marketers Allocate Their Budget Throughout the Customer Lifecycle, Q3 2015 (% of respondents)

Acquisition Remains Essential

Marketing Priorities at Their Company According to Inbound vs. Outbound Marketers Worldwide, May 2016 (% of respondents)

Top 3 Measures of Success According to Marketing Leaders Worldwide, Jan 2016 (% of respondents)

Customer-Related Metrics that US Marketing Executives Expect Will Increase, Aug 2016 (% of respondents)

Defining Acquisition

US Marketers' Top Strategic Priority, April 2016 (% of respondents)

Executives in North America Who Are Able to Detect Individual Customer Sessions on Desktop vs. Mobile, April 2016 (% of respondents)

Dollars Go to Acquisition

Primary Area Where US Marketers Allocate Their Budget Throughout the Customer Lifecycle, Q3 2015 (% of respondents)

Data’s Role in Digital Acquisition

Areas in Which US Marketing Executives Use Marketing Analytics to Make Decisions, Aug 2015, Feb 2016 & Aug 2016 (% of respondents)

Creating an Audience-Centric Experience

Drivers for Implementing an Omnichannel Marketing Solution According to Client-Side Marketers vs. Agency Professionals Worldwide, Aug 2016 (% of respondents)

Ability of Their Company to Understand the Customer Journey* According to Executives in North America, April 2016 (% of respondents)

Digital Priorities vs. Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

Customer Lifetime Value

Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)

The Retention Relationship

Most Important Benefit of Customer Retention According to Executives in Europe and the US, April 2016 (% of respondents)