Since a core customer can be as much as a thousand times more valuable than an average or low energy customer this information should be passed back to the acquisition function or budget setting function to ensure more core customers are found. The campaigns and touchpoints that have a stronger connection to core customers should get more budget. One of the features of core customers is that they are quick to adopt, sign up and make their first purchase and also quick to make their repeat visit so they are easy to spot early in their customer lifetime. We suggest that a ‘core score’ that represents the the extent to which a new customer is a core customer can be passed back to an attribution model.
Also, the behaviour of the core customer group is quite homogenous so we would expect that acquisition paths also to be similar. Knowledge of the pathway and the high value mean that exponentially more resources can be applied to focus on core customers with exponentially superior results.
Few acquisition plans allow for this kind of feedback path, but it seems obvious that they should.