Most analytics products are organised around techniques. This one is organised around three decisions your commercial team already makes every quarter, usually on instinct.
How much a customer is worth paying for, and how fast you get it back
Cost per acquisition is easy to report and easy to hit. Cost per profitable acquisition is the number that should be setting the media plan, and it is almost never on the dashboard.
It answers
- Which channels and campaigns produce profitable customers?
- Which sources look cheap on CPA and expensive on payback?
- When does a customer from each channel reach break-even?
- How should next quarter's budget be split?
You get
- Cost, revenue, projected value and payback as one set of figures
- Every figure traced back to the channel and campaign behind it
- Cohorts sized so the comparison between channels is fair
- A confidence range stated rather than implied
Which customers to make an offer to, and which to leave alone
A conversion rate for the whole base is not a decision. Subscribers pressing against the limits of their plan show it in billing data long before anyone has a conversation with them.
It answers
- Which customers are ready for an add-on or a higher tier?
- What in their behaviour gives it away, and how far ahead?
- Which segments are being over-contacted for no return?
You get
- Your base ranked by readiness, so you choose where the line falls
- The behaviour behind each ranking named, so the offer can be chosen
- Where offers are landing, and where budget is being wasted
Which customers are worth spending money to keep
Not every cancellation deserves a save offer. A single churn rate averages the causes you can fix together with the ones you were never going to move, which is how retention budget ends up spread evenly across customers worth very different amounts.
It answers
- Why are customers leaving, and which causes can you move?
- Where is recurring revenue leaking out of the base?
- Which cohorts justify an intervention, and which are better let go?
You get
- Ranked reasons customers leave, with the evidence attached
- Risk cohorts ordered by value at stake, not by headcount
- A plain statement of which causes you can actually influence
Whether anyone can trust the numbers underneath all of it
Campaign taxonomies get rebuilt when someone new takes over. Keywords change. Platforms come and go. The aggregator, the ad platform and the settlement file each count a conversion their own way, and the review meeting gets spent arguing about whose number is right. Flybridge is the mapping layer we build across those sources so that stops happening.
It answers
- Why do three systems give three different answers?
- Can this quarter be compared with last, after the rebuild?
- Which number do we take to the board?
You get
- One definition of a customer, a campaign and a conversion, held over time
- The gaps between systems reported, not quietly smoothed over
- Figures you can defend when someone senior pushes back
Each One In Depth
Each of the three has its own page, covering the decision it serves, what we analyse, what your data has to carry, what comes out, and a worked example on a synthetic business you can read without talking to anyone.
- Customer Value Intelligence. What a customer costs, what they return, and the day they cross into profit, with an interactive value curve you can run yourself.
- Cross-sell & Upsell Intelligence. Which customers are ready to buy more, and what gives them away.
- Churn Intelligence. Which customers are worth spending to keep, ranked by cause and priced.
Where To Start
You do not have to take all three. Most businesses have one question that is louder than the others in a given quarter, and that is the one to start with. What makes them one view rather than three products is the layer underneath: it gets built once, so whichever you add next starts from work that is already done rather than from the beginning.
Most engagements begin with the Revenue Diagnostic: a fixed-scope run across your data that establishes which of these questions your data can already answer.
Request a Revenue Diagnostic See the Revenue Diagnostic scope
