What’s the relationship between customer acquisition conversion rate and velocity?

 

If you’ve ever considered a commercial weight loss program, then you’ve likely heard of Jenny Craig. What you might not know is that the Jenny marketing team is highly direct response focused and regularly leverages data to inform marketing decisions.

 

In order to achieve the optimal cost per lead and cost per new customer through digital advertising, understanding what channels, partners and properties are performing best is critical. This study quantified the timeframe between registration on the Jenny Craig website and the number of days it takes for people to become new Jenny Craig customers. It merged online and offline data to paint a complete picture of lead maturation.

 

The results of this study are used to plan and forecast the revenue impact of investments in online advertising, including evaluation of pilot tests and core advertising programs.