Leveraging Retention to Optimize Customer Acquisition
It is 5x more cost-effective to retain an existing customer than to acquire a new one, yet only 16% of companies place their primary focus on retention. Join Adam Schwartz, COO/Co-Founder of BustedTees and TeePublic, and Cassie Lancellotti-Young, Sailthru’s VP of Analytics and Optimization, as they explore frameworks for calculating the true long-term costs of customer acquisition and how those vary by channel, delineating between short-term optimization and long-term business value as well as tools for determining the appropriate trade-offs between quantity and quality in the marketing funnel so as to both drive incremental business revenue and protect long-term customer value.
Adam Schwartz, COO BustedTees; Co-Founder, TeePublic
Adam Schwartz is the COO of BustedTees and Co-Founder of its sister site TeePublic. In his role Adam oversees all internal departments including product and engineering and is responsible for generating revenue growth through paid acquisition, email marketing, SEO and conversion rate optimization. After buying itself back from IAC in 2011, Adam led a fledgling BustedTees into one of the webs most sophisticated e-commerce marketers. In 2013 Adam co-founded TeePublic, an online platform where independent designers host their own t-shirt shops, a business that has grown over 1000% in 2014. Adam also co-founded Otis & Eleanor, a lifestyle electronics brand and Source4Style, a B2B marketplace where independent designers search and purchase textiles from global suppliers.
Cassie Lancellotti-Young, EVP of Customer Success, Sailthru
Cassie is responsible for driving quantifiable success across Sailthru’s client portfolio by way of optimization products and services, including Sailthru Advanced Analytics and the company’s professional service offerings. Formerly a Sailthru client and a long-time consumer marketer, Cassie joined Sailthru from Gerson Lehrman Group where as VP Marketing Analytics & Intelligence, she led GLG’s intrapreneurship efforts and evangelized lean development across the organization. Previously, she served as VP Marketing for Savored (acquired by Groupon).
Workshop Presented By: