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Stop Optimizing for Clicks, Start Optimizing for Cash: Your Competitors Hate This One Trick (Part 1…
- When Core Digital Media was acquired by Rocket Mortgage, their business model shifted to directly align profit with Rocket Mortgage's profit through successful mortgage closings.
- This led to a transformation in processes and tactics across the organization to focus on maximizing profit at the true bottom line.
- Optimizing for superficial conversion metrics was no longer viable, emphasizing the importance of deep-funnel optimization strategies for long-term success.
- The shift in optimization metrics reflects priorities and shapes decision-making towards sustainable business outcomes rather than just immediate gains.
- Deep-funnel optimization involves understanding and optimizing the complete customer journey to drive meaningful business impact.
- It requires collaboration across teams to connect data, identify critical touchpoints, and align efforts towards key business outcomes.
- Meaningful deeper funnel metrics capture actual value creation, quality differences, incorporate time dimensions, and directly connect to financial outcomes that stakeholders care about.
- Transitioning to deep-funnel optimization faces challenges like technical barriers, attribution complexity, organizational silos, tool limitations, and statistical challenges.
- Organizations that overcome these barriers gain a competitive advantage by optimizing for what truly matters in the business.
- The benefits of deep-funnel focus include enhanced marketing efficiency, improved product decisions, better customer experiences, cross-functional alignment, and competitive differentiation.
- Successful deep-funnel optimization leads to transformative financial impact, increased operational efficiency, higher customer lifetime value, competitive advantage, and strategic clarity.
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