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CLARIO SCENARIO #378: Acquire new customers

Hey, Clario: Can you build me a Facebook audience that will attract first-time customers?

45 minutes later

Clario

Here you go. I've identified the characteristics that describe your ideal new customer so Facebook can create a lookalike audience—and I’ve narrowed it down so you’re only paying for the people who are most likely to buy. This should drive acquisition in a cost-effective way.

Great—that will help with ROI. What’s this audience based on?

Clario

I analyzed all of your new customers who were acquired within the last 12 months. I looked at what drove them to purchase and what they purchased. I found that most of those customers have these characteristics:

  • The majority of your first-time customers purchased with a promotion.
  • Most were women aged 25 to 45.
  • Most live in the northeastern United States.

Clario

Also, based on your data, newly acquired customers who have the highest LTV meet these additional criteria:

  • They purchased two or more products in their first transaction.
  • They made their first purchase with a discount of 20% or less.

Interesting. I think we need to adjust our campaign to match those findings! I’m going to try a 20% off promotion with the purchase of two or more products. So how much should I spend on this Facebook campaign?

Clario

Based on the predicted customer lifetime value of acquired customers like these, I’ve provided a range of how much you should spend.

Exactly what I need. Our campaign is ready to send to Facebook. Is the list ready?

Clario

Yes. I've uploaded your audience to Facebook, and, as we gain new insights, I’ll update it in place—every day for the next two weeks.

I don’t even have to update anything? Watch out, world. We’re about to get some new customers.

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