Chapter 4

Sales are up, so why not spend more?

Đang ra đơn thì cứ đổ thêm tiền, sai ở đâu?

The chapter's question

What is my rule for raising and cutting the budget?

Big idea

Budget should follow a rule written in advance, because raising it in a moment of excitement is the fastest way to burn money.

In this chapter

  1. Part 4.1

    Scaling Gradually

    In what percentage steps do I raise the budget?

  2. Part 4.2

    When to Kill a Campaign

    What threshold do I set in advance for switching off?

  3. Part 4.3

    Seasonal Budgets

    How does cost per customer change in peak season?

  4. Part 4.4

    Ad Money and Stock Money

    Should the next dong go into ads or into stock?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of What a New Customer Costs is free to read right here.

Read in Conan School

Chapters of What a New Customer Costs

  1. 1.Do I really know what a new customer costs me?
  2. 2.Is an expensive customer a loss, or a bargain?
  3. 3.Do ads create sales, or just take credit?
  4. 4.Sales are up, so why not spend more?
  5. 5.If I stop ads, will anyone still find me?