evals/cases/06-strong-acquisition-poor-retention.yml

id: strong-acquisition-poor-retention
title: Strong acquisition with poor retention
prompt: |
  CAC is below target and first-purchase conversion is strong, but 70% of customers never buy again. The team wants to double acquisition budget.
context:
  business_model: repeat-purchase ecommerce
expected_behaviors:
  - treat retention as a commercial constraint on acquisition scale
  - inspect cohorts, product experience, expectation mismatch, service, price, and acquisition-source quality
  - quantify how repeat behavior affects allowable CAC or customer contribution
  - prioritize root-cause learning before doubling budget
forbidden_behaviors:
  - celebrate low CAC without lifetime contribution
  - assume email automation is the primary retention fix
  - scale acquisition without a retention guardrail
recommended_roles:
  - commercial-strategist
  - product-marketing-director
  - audience-strategist
  - marketing-skeptic