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Our Latest Ideas
We partner with exceptional Management teams and investors to drive growth and commercial performance. We create content based on concepts and tools that we've found to be consistently helpful when trying to accelerate business growth.
Dave Kirby
Jun 5, 20233 min read
Customer segmentation: the problem with pen portraits
How many times have you seen a set of customer ‘pen portraits’? The format is ubiquitous, normally a series of densely written pages of...
118 views


Dave Kirby
Jun 2, 20237 min read
Search Headroom analysis: using your SEO rankings to drive your digital marketing strategy
Around two thirds of trackable web traffic comes from search engines, whether from paid listings (paid search or PPC) or organic/free...
301 views

Dave Kirby
May 23, 20235 min read
LTV to CPA ratio – understanding some real-world customer lifetime value examples
LTV, or customer lifetime value, is one of the most important metrics for your business to understand. It equates to your ability to turn...
226 views


Dave Kirby
May 22, 20234 min read
Important but not Urgent: Using the Eisenhower Matrix in Marketing
Working as both a marketing leader and an investor, a constant challenge has been to prioritise among the myriad ways that I could spend...
105 views


Dave Kirby
May 21, 20234 min read
Marketing as a cost centre or a profit centre
‘Is the marketing function in your organisation a cost centre or a profit centre?’ This is a question I’ve asked many times, both as a...
83 views


Dave Kirby
May 18, 202311 min read
The challenge of marketing attribution – where did you come from?
What is Marketing Attribution? Marketing attribution is the process of determining how different marketing activities contribute to...
161 views


Dave Kirby
Mar 28, 20235 min read
Creating sustainable competitive advantage through customer acquisition
It goes without saying that being able to efficiently acquire new customers is integral to long-term profitable growth. But what if it...
100 views


Dave Kirby
Mar 24, 20234 min read
The LTV to CPA ratio – the must-know metric
The ratio of Customer Lifetime Value (LTV) to Cost Per Acquisition (CPA or CAC) is one of the most important commercial metrics for any...
1,307 views


Dave Kirby
Mar 23, 20234 min read
What is Cost Per Acquisition (CPA) / Customer Acquisition Cost (CAC)
The concept of Cost Per Acquisition (CPA) or Customer Acquisition Cost (CAC) seems incredibly simple – but there is often more to it than...
169 views


Dave Kirby
Mar 21, 20233 min read
How to increase Customer Lifetime Value
It’s the obvious follow-on from any analysis of Customer Lifetime Value (CLV or LTV) – ‘that’s great, but how can we increase LTV’? It’s...
107 views


Dave Kirby
Mar 17, 20237 min read
What is Customer Lifetime Value (CLV or LTV) and why does it matter
When I sat down to think about the very first piece to write for CoppettHill.com, Customer Lifetime Value was an obvious choice, as it...
372 views


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