Campaign Metrics Need an Interpretation
By Fiona van Iersel
Minerva Empowerment
Marketing Theory and Practice
12 October 2024

A customer acquisition cost is more useful when its implications are explained. If an analysis reports $3.80 per customer, is that good value for the business? The number needs a commercial comparison, not simply a place in a table.

Attribution should be equally concrete. Specify how multi-touch tracking or a customer survey would connect campaign exposure with a purchase, including people who buy later or through another channel.

Audience recommendations also need a next step. If men or older customers might respond differently, create ad variations for those groups and test them. That turns a demographic observation into something the campaign can act on.