{
  "slug": "fanatics-2026-06-19t21-1",
  "company": "Fanatics",
  "headline": "Shifted from audience targeting to LTV optimization, lifted 19% in customer lifetime value.",
  "topic": "{Stash Edge — Pricing Play}",
  "source_name": "Digiday",
  "source_url": "https://digiday.com/marketing/how-fanatics-moved-from-audience-targeting-to-optimizing-campaigns-for-customer-ltv/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/fanatics-2026-06-19t21-1",
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      "body": "{Stash Edge — Pricing Play}\n◆ DIAMOND · Outcome-based media buying · Fanatics\n\nShifted from audience targeting to LTV optimization, lifted 19% in customer lifetime value.\n\nThe amateur operator sees a cheap click and thinks that's a win. The Fanatics move is to see a cheap click that leads to a repeat buyer, and that's the only win that matters. Most brands still report CAC. Fanatics reports LTV. One metric makes you feel smart for a quarter. The other metric makes you money for years. You have the data in your inbox right now — cohort analysis is two hours of work and the reallocation is one Slack message.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/fanatics-2026-06-19t21-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/fanatics-2026-06-19t21-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/fanatics-2026-06-19t21-1",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Pricing Play}\n◆ DIAMOND · Outcome-based media buying · Fanatics\n\nShifted from audience targeting to LTV optimization, lifted 19% in customer lifetime value.\n\nThe amateur operator sees a cheap click and thinks that's a win. The Fanatics move is to see a cheap click that leads to a repeat buyer, and that's the only win that matters. Most brands still report CAC. Fanatics reports LTV. One metric makes you feel smart for a quarter. The other metric makes you money for years. You have the data in your inbox right now — cohort analysis is two hours of work and the reallocation is one Slack message.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/fanatics-2026-06-19t21-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/fanatics-2026-06-19t21-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/fanatics-2026-06-19t21-1",
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      "body": "{Stash Edge — Pricing Play}\n◆ DIAMOND · Outcome-based media buying · Fanatics\n\nShifted from audience targeting to LTV optimization, lifted 19% in customer lifetime value.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/fanatics-2026-06-19t21-1",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Shifted from audience targeting to LTV optimization, lifted 19% in customer lifetime value.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nFanatics moved its campaign optimization away from audience targeting and toward customer lifetime value metrics, per Digiday, resulting in a documented 19% lift.\nHere's the cool part — the lever almost everyone misses (and you don't have to): stop optimizing for traffic and optimize for repeat customer value instead. Pull your last 12 months of customer data — segment by cohort, calculate the LTV of each acquisition source, and reallocate spend to the channels and audience segments that produce the highest LTV, not the highest CTR. This week: run a test — take 20% of your budget, move it to your highest-LTV segment, and track order 2 and 3, not just order 1.\nWhat that means for you: The amateur operator sees a cheap click and thinks that's a win. The Fanatics move is to see a cheap click that leads to a repeat buyer, and that's the only win that matters. Most brands still report CAC. Fanatics reports LTV. One metric makes you feel smart for a quarter. The other metric makes you money for years. You have the data in your inbox right now — cohort analysis is two hours of work and the reallocation is one Slack message.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Digiday: https://digiday.com/marketing/how-fanatics-moved-from-audience-targeting-to-optimizing-campaigns-for-customer-ltv/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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