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Partner & Affiliate ProgramsProduct Marketing
I cut the cost to get one customer by 25% by moving spend to stronger segments
The short version
- Company and role
- Discover Home Loans ยท Principal Digital Marketing Manager
- The problem
- The portfolio's average cost to get one customer looked stable, but it hid partners and segments where spend wasn't paying off.
- What I did
- Broke performance down by partner, state, and funnel stage instead of trusting the blended average.
- Moved spend and partner attention toward the segments with stronger returns.
- Built quality-checked monthly reporting so partner-level trends surfaced early.
- The result
- The cost to get one customer fell 25% versus the portfolio's prior blended average, with reporting in place to sustain it.
- Who I worked with
- Analytics, partner publishers, and finance stakeholders.
25%
Lower cost per customer vs. the portfolio's prior blended average at Discover Home Loans
Overview
Portfolio-level efficiency metrics looked stable, but they hid meaningful differences underneath. I owned the analysis and partner investment decisions that determined where the channel spent and where it pulled back.
The Challenge
The portfolio-average cost to get one customer concealed meaningful differences by partner, state, and funnel stage. Improving efficiency required determining where spend was producing stronger customer value and where performance was eroding.
My Approach
- Analyzed performance by partner, geography, and funnel stage rather than relying on a blended portfolio average.
- Worked with Analytics to validate the segmentation and identify the highest-value customer groups.
- Redirected investment and partner attention toward the segments with stronger returns.
- Built and quality-checked customized monthly reporting so partner-level trends could be monitored consistently and acted on earlier.
The Results
- Reduced the cost to get one customer by 25% versus the prior blended average, while strengthening the operating visibility needed to sustain the improvement.
- Established consistent partner-level reporting that surfaced trends earlier.
Key Skills
Cost-per-customer AnalysisSegmentationBudget AllocationReporting DesignQuality AssuranceCross-functional Decisions
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