Retention vs. Acquisition Split Using LTV & Churn
N.B. This report will be used by the marketing leadership team to assess the effectiveness of the [Campaign Name]. Ensure that the demographic breakdown is comprehensive and all data points are referenced to the correct metrics. Provide recommendations for improving reach and frequency balance. Ensure the inclusion of time-based trends to highlight peaks or lulls in campaign engagement.
📄 Prompt Template
Recommend the optimal budget split between acquisition and retention for [Timeframe] based on current LTV of [LTV], churn rate [ChurnRate], and NPS [NPS]. Incorporate cohort performance, reactivation potential, and upsell into value-added services (storage, cross-dock, customs brokerage). Apply an acquisition cost benchmark of [AcqCostBenchmark] and a retention budget cap of [RetentionBudgetCap] unless justified by higher GP/£.
Output format:
Split summary table: Objective | % of Budget | Spend (£) | Primary KPIs | Target | Expected GP/£.
Channel-level Markdown plan for each objective with CPA/CPE targets.
JSON kpi_targets by cohort (new, active, at-risk, churned).
A one-paragraph CFO-ready rationale linking spend to GP and churn reduction.