Acquisition · Longitudinal customer-level empirical modeling of acquisition source, subsequent behavior, and retention.
A Methodology for Linking Customer Acquisition to Customer Retention
Journal of Marketing Research · 2001
Summary
Acquisition sources differ in downstream retention value; evaluating acquisition without later retention can misallocate marketing resources.
For your marketing
Possible founder application
Use as a bounded example of a methodology for linking customer acquisition to customer retention; compare its context and design with your own market before applying its result.
Reported result
What the study found
Acquisition sources differ in downstream retention value; evaluating acquisition without later retention can misallocate marketing resources.
Research question
What the authors investigated
A Methodology for Linking Customer Acquisition to Customer Retention?
Design
Longitudinal customer-level empirical modeling of acquisition source, subsequent behavior, and retention.
Sample and setting
Customers acquired through alternative marketing channels in a subscription/service business.
Scope and transfer
Limitations to keep in view
The methodology depends on reliable cohort and follow-up data and does not itself randomize acquisition channels. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
Crossref and AMA DOI record identify a Journal of Marketing Research empirical methodology paper linking acquisition cohorts with retention outcomes. Publisher page was directly retrieved; detailed full-text methods were not independently verified.