Model Build Plan
Project Plan
Working document · yours to extendLive walkthrough included
ProjectCadence ·Model build engagement
Payback, LTV:CAC, and retention curves the operation can reweight to.
A build segmenting payback and retention by acquisition channel and offer. Documented assumptions, contribution-margin reconciliation, residuals on the page.
Inside the Dynamic Analytics & Backoffice layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Blended-CAC Analytics OperatorSignal · Active
The Blended-CAC Analytics OperatorThe team is reading a single blended CAC and a single blended LTV. Acquisition channels with thirty-day payback are subsidizing channels with eighteen-month payback inside the same number, and the operation cannot tell which cohorts are funding the business.
Signals firing the engagement
Blended CAC and blended LTV mask the cohorts that are actually funding the business
Payback by acquisition channel cannot be read inside the current reporting
Retention curves by offer or first-product are unavailable, the team operates on a single weighted average
Model Build Plan. The auditable artifact at model close.
A cohort and LTV model segmenting payback, retention, and contribution by acquisition channel and offer.
How the build runs.
Write access · documented cadence · operator-led
Phase 01 · Intake
Scope and access
Acquisition channels, offer set, and product taxonomy confirmed. Read access provisioned across the warehouse, paid-media platforms, the CRM, and finance for contribution-margin reconciliation against the P&L.
Phase 02 · Data Prep
Cohort definition and contribution model
Contribution-margin definition signed against finance (cost of goods, fulfillment, payment, variable service costs netted). Cohorts then defined by acquisition channel, offer, and entry product against that reconciled margin.
Phase 03 · Build
Payback, LTV, retention curve fit
Payback, LTV, and retention curves fit per cohort. Contribution-margin LTV reconciled against fully-loaded CAC. Residual read on holdout cohorts where the data permits.
Phase 04 · Handover
Reweighting guidance and audit trail
Cohort definitions, contribution-margin reconciliation, and payback curves locked against finance. Build closes with the Model Build Plan, the assumption ledger, and a walkthrough sized for the board pack. Refresh cadence and re-fit triggers documented.
Questions buyers ask before scoping Cohort & LTV Model.
How is "contribution-margin LTV" different from revenue LTV?
Revenue LTV multiplies a customer's gross revenue. Contribution-margin LTV nets out cost of goods, fulfillment, payment, and variable service costs against fully-loaded CAC.
How much data do I need?
Twelve to twenty-four months of customer history depending on purchase frequency and cohort density. Shorter histories are workable with documented caveats.
How does this connect to MMM?
Cohort and LTV reads cohort-side; MMM reads channel-side. Together they reconcile what each acquisition channel actually earns over the customer lifetime. Run together, they let you size the next budget call against both the channel-side contribution and the cohort-side return.
How does the model land into the operation?
Reweighting guidance ships with the model: which cohorts under-earn their CAC, which compound, where the next budget call should land.
Scope the Cohort & LTV Model. Model Build Plan at handoff.
Integrated scopeEngineered cadenceModel Build Plan on handoff
After the projectSemantic Reporting Stack.Land the cohort model into the operating dashboards. Same definitions, every team reads against them.Other engagements under Dynamic Analytics & Backoffice
Each is sold standalone or stacks with the others into a single foundational build.