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nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing | PT EP 616
19 ideas de marketing sacadas de «nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing | PT EP 616», de Perpetual Traffic. Sobre…
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- Fuente Perpetual Traffic
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- Publicada en 2024
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Aislar el nCAC del CAC general para medir el crecimiento real del negocio
Medición y experimentosCalcular el costo de adquisición de clientes nuevos (nCAC) de forma separada del CAC global es fundamental para saber si la empresa realmente está creciendo o si está pagando ineficientemente por compras de clientes recurrentes que habrían ocurrido de todos modos.
enac so new customer acquisition cost acquisition costs is where you look at total money spent and you divide it by the number of customers you required you can then isolate that against your new customers and so you can see what that distribution is between new customers and returning customers so that you can truly understand if your company is growing because if your CAC is incorporated of predominantly returning customers then you're paying inefficiently potentially for customers that were already going to buy from you so looking at enac is really important because if you are going to…
Escúchalo en el minuto 13:13
Diferenciación y cálculo de nCAC frente a CAC blended
Medición y experimentosEl nCAC (New Customer Acquisition Cost) mide exclusivamente el costo de adquirir clientes nuevos, dividiendo la inversión de marketing entre el número total de clientes de primera compra, a diferencia del CAC general o blended que mezcla compras de clientes recurrentes y nuevos. Como norma general, el nCAC es más elevado que el CAC total porque reactivar a clientes existentes suele costar menos que captar a un…
on so this is everything this is everything so it's new and returning is CAC enac is just knew and this is where look at my entire total marketing spend and I'm going to distribute I'm just going to do my first initial endak is like let's say I spent $100,000 in marketing I acquired 10 new customers that new customer cost me but I'm going to do at the top line of like what was my total spend what was my total number of new customers and then I'm going to have that ncac number always going to be higher than my CAC number my customer acquisition cost yeah it's t it's typically it is going to be…
Escúchalo en el minuto 15:19
Medición y experimentosLas métricas de atribución nativas dentro de las plataformas publicitarias (in-app ROAS) solo sirven para identificar tendencias operativas de campaña, pero no representan la verdad del negocio. Para evaluar la rentabilidad real, los fundadores deben apoyarse en el MER (Media o Marketing Efficiency Ratio) y la cuenta de resultados (P&L), contemplando tanto la pauta como la nómina del equipo.
like I want a a like as a business owner I want to see what the entire department is actually doing to produce new like I think of this as like a p&l like marketing for me is a line item and then that's our media spend as well as our payroll and a lot of our payroll is on to understand one thing is that if you're only looking at inapp numbers you're looking at a very small small frame inside a much bigger picture and that much bigger picture is what the owner founder actually cares about um and if you're still relying heavily on that account it shouldn't be your end all be like it's not your…
Escúchalo en el minuto 10:07
Desglosar el ROAS entre clientes nuevos y recurrentes para evitar adquisiciones deficitarias
Medición y experimentosLas métricas de ROAS reportadas dentro de las plataformas publicitarias mezclan compras de clientes nuevos y recurrentes, inflando artificialmente el rendimiento aparente. Si no se separa el nMER (retorno de nuevos clientes) del MER combinado, el negocio corre el riesgo de gastar presupuesto adquiriendo clientes que ya habrían comprado orgánicamente, deteriorando la rentabilidad real.
is where inapp Rass really messes stuff up it's because inapp Ras will not take into consideration your returning customers and your new customers because they'll typically be Blended together so you might see a myrr or a row as of like and that's actually not the case so you've got to be able to break things out between nmer and myrr and get your Blended efficiency for both of those going to blend it so often it it really can uh drive a dangerous pipeline of if you keep buying or assuming that the numbers are generating you success but then you're actually paying for custom customers that…
Escúchalo en el minuto 35:38
ConversiónLos formularios emergentes (popups) de captación en el sitio web deberían convertir al menos al 4% del tráfico total de visitantes para considerarse efectivos.
company so looking at the popups if your popup isn't capturing 4% of your current website traffic then you have to look at all right of those popups what
Escúchalo en el minuto 24:42
Diferencia entre Media Efficiency Ratio y Marketing Efficiency Ratio
Medición y experimentosEl Media Efficiency Ratio (MER enfocado en medios) mide el retorno global considerando únicamente el gasto publicitario en paid media, mientras que el Marketing Efficiency Ratio contempla la inversión completa de adquisición, sumando el gasto publicitario y los costos operativos de mano de obra (equipos de contenido, SEO, email y compradores de medios).
myrr is you say media efficiency ratio I say marketing efficiency ratio uh and marketing efficiency ratio that you you do Ralph is you include your uh labor you include your marketing labor so it media buying side so you're coming all of your ads spend and seeing where that is for like almost like your Blended Global row ads but taking it a step efficiency ratio so your use of Labor efficiency ratio where we are talking about media efficiency ratio because at the end of the day we're using media to buy new customers yep but you're using marketing efficiency ratio to better explain the full…
Escúchalo en el minuto 7:03
Medición y experimentosPara medir con precisión la adquisición real y el costo de nuevos clientes (NCAC), la validación debe basarse en los registros de compra y capturas del CRM o de la plataforma de comercio (como Shopify), en lugar de confiar únicamente en las estimaciones y píxeles de las plataformas publicitarias.
from uh the actual CRM data so it's you actually get it from the CRM data so it's the source of truth knows and if you're using Shopify they can tell you this person's bought from you before or they haven't bought from you before it's traffic but it's just an estimate what really does break it down is when they actually purchase when they do a lead when they do a capture because your CRM will figure this out your CRM will match you're within a 5 to 10% range you're doing pretty good and that's how all
Escúchalo en el minuto 25:48
Evaluación del costo admisible de adquisición (NCAC) frente a la economía unitaria del backend
Medición y experimentosEn mercados competitivos, la capacidad de asumir un costo más alto por adquirir nuevos clientes (NCAC) está determinada por el respaldo de los ingresos posteriores (como el nAOV y el nMER) combinados con los márgenes de beneficio bruto y neto del negocio.
want new customers how much do can you afford to pay to acquire a new customer and sometimes that is your endak and in highly competitive markets can you afford to pay a little bit more because your naov or your aov or your nmer you know those metrics on the back end substantiate the frontend acquisition cost and and you have to know your gross profit margin and your net profit margin which again we're like playing on the bingo card but all of them come together
Escúchalo en el minuto 28:31
Separar el valor medio del pedido de clientes nuevos (n-AOV) del AOV global
Medición y experimentosEs crucial medir de forma independiente el valor medio de pedido de clientes nuevos (n-AOV) respecto al AOV de compras recurrentes o generales, ya que la dinámica de monetización inicial frente a la posterior varía drásticamente según el modelo de negocio.
is fine like when I think of naov it's like when you buy a car like I driving Mercedes right so like the big purchase like the first aov my naov was a lot but I do all the service and so sure service afterwards is less in most cases it's you know the first time you go to Costco you might buy a hot dog you know but then the next time you go back you buy a flat screen TV so it depends on what uh the point is is that it depends on what your business is but separating out what your naov is with your just your aov is a really smart thing and I like
Escúchalo en el minuto 46:03
Evaluación del nMER frente al LTV para dimensionar la adquisición rentable
Medición y experimentosEl nMER (New Customer Media Efficiency Ratio) calcula los ingresos generados exclusivamente por clientes nuevos respecto a la inversión publicitaria. Aunque un nMER inicial pueda parecer no rentable en la primera compra tras descontar márgenes y costos operativos, una marca puede operar deliberadamente a pérdida en el primer mes si el valor de vida del cliente (LTV) proyectado a medio plazo compensa con creces el…
yeah uh this is all cash out and all cash in for new customers so this nmrr is a subset of your myrr let me buying a customer for a myrr of an NMR of two meaning your average order value is $100 and you're buying a new customer for 50 okay that would be an nmer of two right all things being equal let's say spend $50,000 you're making $100,000 40% or maybe you've got a 50% gross profit okay you're actually losing money probably 75% in the whole to a certain degree so you're losing money on that but you now know what your nmer is so if your nmer is two but you know that maybe this product has a…
Escúchalo en el minuto 32:45
Medir el ticket promedio de nuevos clientes (nAOV) por canal para ajustar el CAC permitido
Medición y experimentosEl valor promedio del pedido inicial de un cliente nuevo (nAOV) suele ser menor que el de compras recurrentes, ya que los compradores nuevos suelen empezar con productos de menor precio. Desglosar el nAOV por canal permite calcular con precisión cuánto presupuesto se puede invertir para adquirir a un usuario antes de que las estrategias de email y retención aumenten su valor a lo largo del tiempo.
and so looking at the new average order values how much is the average order value of a new customer spending especially when you're entering a new engagement we're looking at seeing like hey if our normal average order value changes are we willing to pay more or less for that new customer so we we definitely look at that but we will look at that more on like per Channel like right now um but yeah the how much someone is going to spend on their first purchase is often drastically different than what they're going to spend on their second third or fourth purchase may increase so it's typical…
Escúchalo en el minuto 37:56
Retención y relación con el clienteEn comercio electrónico, ofrecer experiencias personalizadas o acceso a colecciones y productos ocultos a clientes que superen un umbral de gasto específico (por ejemplo, más de 500 $) incentiva la retención y capitaliza el estatus y la exclusividad del cliente.
bought a threshold say they've spent over $500 in your store you could have a different landing page experience for them and actually unlock a hidden collection where they can buy product that no one else can get because they're not logged in and haven't surpassed a specific spend threshold and I'm saying Insider level that house seora does it are really great easy systems if you're in the e-commerce base and if you're in
Escúchalo en el minuto 45:08
Medición y experimentosGuiar las decisiones de marketing y compra de medios basándose exclusivamente en el ROAS reportado dentro de las plataformas publicitarias (in-app ROAS) es un enfoque obsoleto que distorsiona las estrategias. El rendimiento publicitario debe medirse y alinearse con métricas de impacto real en el negocio y no con datos superficiales aislados de la plataforma.
you see on the out side right it's not the inapp Raz that everybody looks at past I'm now thinking like if you're looking at Ina roaz that's like your bisch your strategies if you're only looking at inapp metrics and not business metrics like what we're talking you've got if you've got media buyers that are talking to you only about Raz exfoliate them away because they're just living in 2013 14 15 16 right is that report exfoliate useless media buyers that are not working on your business objectives
Escúchalo en el minuto 1:58
Medición y experimentosGuiar las decisiones de marketing y compra de medios basándose exclusivamente en el ROAS reportado dentro de las plataformas publicitarias (in-app ROAS) es un enfoque obsoleto que distorsiona las estrategias. El rendimiento publicitario debe medirse y alinearse con métricas de impacto real en el negocio y no con datos superficiales aislados de la plataforma.
you see on the out side right it's not the inapp Raz that everybody looks at past I'm now thinking like if you're looking at Ina roaz that's like your bisch your strategies if you're only looking at inapp metrics and not business metrics like what we're talking you've got if you've got media buyers that are talking to you only about Raz exfoliate them away because they're just living in 2013 14 15 16 right is that report exfoliate useless media buyers that are not working on your business objectives
Escúchalo en el minuto 1:58
Segmentar las campañas de email según la frecuencia y el comportamiento de compra
Retención y relación con el clienteEs un error comunicarse de forma homogénea con toda la base de datos; los compradores recurrentes o 'evangelistas' deben recibir campañas de email diferenciadas adaptadas a su mayor disposición de gasto y frecuencia de compra.
shopping super important to be able to separate those different buyers with their behaviors in separate email campaign don't talk to them the same way don't talk to them all the same oh
Escúchalo en el minuto 40:42
Utilizar a los clientes evangelistas como fuente primaria de inteligencia de mercado
Investigación de mercado y clienteDesarrollar una relación directa y consultar a los superusuarios o compradores más fieles permite anticipar tendencias y necesidades insatisfechas para lanzar nuevos productos antes que la competencia y maximizar el LTV.
at that that level you as a business owner develop a relationship with those people because those people like email them directly get their email and say Hey you know I just want to thank you else do they want like what do your super users want they're the the best possible Market intelligence you can get for other products to increase your to get ahead of the market before they've even arrived if you have that you to get to Market with a product sooner than your competitors might too customers especially your evangelists are your best source of other ideas and ways in which to grow
Escúchalo en el minuto 42:06
Segmentación en tres grupos para personalizar la captación y ofertas en el sitio
ConversiónPara personalizar eficazmente los popups y mensajes en el sitio web, los usuarios deben segmentarse en tres estados clave: suscriptores que nunca han comprado, compradores de una sola vez y compradores recurrentes.
Lane gave me a really good explainer that I look at all customers in three buckets are they a subscri subber never bought they bought once they bought more than once so when you're using popups
Escúchalo en el minuto 22:51
Las cuatro vías de crecimiento del negocio y el canal de evangelistas
Oferta y precioA las tres formas clásicas de hacer crecer un negocio (conseguir más clientes, aumentar el ticket medio e incrementar la frecuencia de compra), se suma una cuarta vía: convertir a los clientes más leales en un canal propio de ventas mediante programas de afiliados o comunidad.
get it but the easiest thing to do is to get sell more to your current customers right what is it get new new customers get them to buy more when they buy and get them to B buy more frequently it's the three ways you grow your business right the fourth way might be turning your evangelist into your own uh sales Channel because then maybe you might be evangelist if you introduce some sort of affiliate program or include them in
Escúchalo en el minuto 44:34
Retención y relación con el clienteAunque captar a un cliente nuevo suele ser más costoso que retener a uno existente, una crisis grave de relaciones públicas o pérdida de confianza revierte este principio: convencer a un cliente descontento para que regrese puede llegar a costar hasta cinco veces más que adquirir a un cliente virgen que desconoce el problema previo de la marca.
didn't bite the bullet you didn't uh undergo a very uh radical bad PR campaign that now you're just trying to save face I I'm saying this because I have seen where um people have invested more money in acquiring returning customers because they're trying to salvage from a bad mistake and I was like look your net new customer is like a fifth of the price and they don't know about the reputation that this previous leader imposed so like this is a different Market it's a fifth of the cost but they made the investment they continued to do it because they didn't want to lose that brand reputation…
Escúchalo en el minuto 17:03
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