Q When you are making decisions, high level decisions, you know, your, your manager meetings about kind of customer acquisition costs relative to lifetime value. Lifetime value is very difficult and it's dangerous to just extrapolate because it can get to some funky numbers. What, what do you assume as kind of a safe lifetime value per customer? And how does that allow you to back into your CAC number?
A We are very, we, we rarely look at that on averages, Nathan. We also look at it based on segment. If we're talking about a construction company who's a large established company that has very low flight risk that produces 50,000 an error a year, we may spend tens of thousands of dollars pursuing as opposed to the online lead where we might spend 60 bucks. So I think the key thing is we really look at the source, the specific source, the campaign, and what we spend per campaign, and we have hundreds of them across the business. And each one has its own economic levels layers. I see too many businesses look at averages and averages can either completely turn you upside down or completely leave you under investing. So we never look at the average. We always look at the discreet item markets.
AI assessment note: “We rarely look at that on averages... We also look at it based on segment.”