The challenge
What needed to change
The archived account describes acquisition expenditure that was not producing sustainable customer payback. High initial conversion volume obscured the longer-term economics of the channels being funded.
The approach
How this result was achieved
-
Review acquisition mix and payback
Assessed the reported channel economics against the operator's cost and longer-term customer-value objectives.
-
Stop two underperforming channels
The source states that two channels were discontinued as part of the restructuring.
-
Rebuild lifecycle segmentation
Shifted the CRM programme toward player behaviour and retention, using day-30 retention as a leading indicator in the engagement plan.
-
Review blended acquisition cost
Used blended customer acquisition cost to describe the reported six-month change, rather than relying on one channel's cost-per-click.
The reported outcome
The source records a 47% reduction in blended customer acquisition cost over six months. No public data isolates the contribution of channel closures, retention work, traffic mix or market conditions.