Tracking of new buyer cohorts, monitoring of LTV and ARPU for BHV Marais
Acquisition channels analyzed
Location : France
The challenges
BHV’s digital team had three objectives they wanted to achieve with TrackAd:
- Track new buyer cohorts over time and analyze their repeat purchases to determine their ARPU (Average Revenue Per User).
- Determine the average Lifetime Value (LTV) of customers within a new buyer cohort to assess the profitability of a marketing campaign.
- Identify the most and least profitable acquisition channels by measuring their impact over an extended period.
Traffic manager
TrackAd was able to set up this report, which was essential for analyzing our new buyer cohorts. With automated delivery, we receive the necessary information for our analysis without even having to log into the platform. We are now more efficient at identifying the most profitable acquisition channels. Thanks to the TrackAd team for their attentiveness, flexibility, and responsiveness.
The solutions
To meet its objectives, BHV connected its TrackAd 360 to its data sources via API:
- Google Analytics to capture all customer journeys
- Traffic sources to obtain campaign-related information (costs, clicks, etc.)
BHV also populated its TrackAd 360 with CRM data through a CSV import file. This allowed the connection of buyer and purchase information with digital campaigns.
Next, BHV and TrackAd worked together on the report format to ensure it was easy to read and effective for analysis.
Finally, the report was integrated into BHV’s TrackAd 360 to be automated.
The results
to LTV, ARPU, and new buyer cohorts in an automatically generated report
the most effective in generating value over an extended period
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