Customer Acquisition Metrics

Requirements Clarification & Assessment

1. Objective Understanding:

   • Clarify the primary goal of the advertising strategy: Is it purely customer acquisition, or does it also involve increasing brand awareness, retention, or engagement?
   • Determine the target audience for the ads. Are they new users, users from competitors, or existing users who haven't been active?

2. Data Availability:

   • Confirm access to Uber's customer data, including historical data on customer acquisition and engagement metrics.
   • Ensure data on advertising spend, impressions, clicks, and conversions is available and reliable.

3. Success Metrics:

   • Identify key performance indicators (KPIs) that align with the business objectives, such as Customer Acquisition Cost (CAC), conversion rates, and Lifetime Value (LTV).

4. Constraints and Limitations:

   • Understand budgetary constraints and timeframes for evaluating the strategy.
   • Identify any limitations in data collection, such as privacy concerns or data granularity issues.

5. External Factors:

   • Consider seasonal trends, market conditions, and competitive actions that might influence the effectiveness of the advertising strategy.