A: A customer acquisition model varies by organization because different organizations have different definitions of acquisition. In some cases, organizations might run a campaign just to acquire email addresses, for example, so that they can do future marketing to those potential customers and call that customer acquisition. In other cases, some organizations might not consider it acquisition until a customer actually makes a purchase. The way your organization defines acquisition will determine the layout of your model.
A customer acquisition model also varies by tactic because some tactics are better than others at achieving certain objectives. For instance, with digital advertising, banner ads on a website or Facebook ads are good at getting attention and getting potential customers to visit your site. Even encouraging referrals through word-of-mouth is effective, but unless somebody has already heard of your brand or engaged with the content on your site, they probably won’t convert right away. The types of tactics you choose to employ will affect your model.