Full CAC traceability
Decameron Multivacaciones · 2019
Connect each campaign to the sale and its acquisition cost.
Result ~190USD average CAC per customer, 2019 (minimum ticket ~USD 6,000)
- Track campaign
- Trace sales journey
- Calculate acquisition cost
The problem
Decameron sold vacation memberships (timeshare style) through a long sales process: stands in shopping malls, forms, call center, sales room and close. Thousands of people at each stage, but no real view of what it cost to acquire a customer.
Until 2019, Decameron couldn’t calculate its real CAC.
What we built
We built a traceability system that connected the four layers of the sales funnel.
Digital campaigns
Advanced tagging of impressions, clicks, traffic and submitted forms.
CRM
Every lead tied to its source campaign, media channel and specific creative.
Call center
Connected to the CRM with statuses: contacted or not, appointment confirmed or not, attended the sales room or not.
Sales results
Connected to the whole system.
The traced journey: click, sign-up, call, appointment confirmation, sales room visit and purchase.
Fictional data
Follow one lead from the ad to the sale
Before, nobody knew which campaign brought each sale. Follow one person through the whole funnel and watch her CRM record fill in.
Resolved example. Enable JavaScript to go through it step by step.
Decameron
All-inclusive holidays. Membership for the whole family.
Your details
Laura M.
+57 300 ··· ··45
Incoming call
Decameron · Advisor
Missed call
3 attempts
Appointment confirmed
Saturday 11:00 · Bogotá sales room
Welcome
Check-in at the sales room
Membership signed
Welcome to Decameron
The sale is tied to the campaign that brought it. With every sale linked to its source, Decameron calculated its real CAC for the first time: ~USD 190 per customer in 2019.
The result
An average CAC of about USD 190 per customer, for a product with a minimum ticket of about USD 6,000: highly efficient. It was the first time Decameron could calculate its real CAC after years of operating blind.
Traceability exposed the leaks: low-quality leads, call center response times, low confirmation rates and low conversion from appointment to actual visit.
Why it’s innovation
Four systems (campaigns, CRM, call center and sales) connected in one continuous, measurable flow. The whole sales model moved from physical stands to a traced digital funnel, with full visibility where there had been no data at all.
