Retention Edge E09: Why Revenue is the Ultimate Vanity Metric

We just dropped a new episode of the Retention Edge podcast, with Andrew Maffetone (aka Andrew Maff).

Andrew is the founder of BlueTuskr, a full-service digital marketing agency for ecom brands, and a veteran of the ecom marketing space, on both the brand and agency sides.

He brought some excellent takes on how to build a winning BFCM strategy this year — including why revenue is really just a vanity metric, and how successful brands take a different approach to the classic margin-burning discounts.

You can check out the full episode below — or jump over to YouTube or Spotify if that’s more convenient.

If you enjoy these conversations, like, rate, comment, subscribe, so we can keep bringing you free mini-masterclasses with top retention & CX experts.

We also just launched the perfect resource to go along with this episode.

The 2025 BFCM Mobile App Playbook breaks down how mobile apps and push notifications can be your secret weapon during BFCM to:

• Drive sales at higher margins

• Get your promos in front of customers without paying inflated ad prices and fighting in crowed inboxes

• Build loyalty by making your best customers feel like VIPs

• Retain more of your customers and capture LTV, not just empty revenue

It’s free — hit the button below to get the guide, and build your strategy in time for Black Friday.

Now, here’s a summary of what Eric and Andrew talked about on the pod:

Q4 & BFCM Strategy

• Avoid heavy discounts: Revenue is a vanity metric. Focus on profitability, not just inflating numbers.

• Tiered promotions over blanket sales: “Spend X, get Y” creates healthier margins than slashing prices.

• Creative approaches: Partnerships with complementary brands, enhanced rewards programs, and subscription-based offers help stand out.

• Timing matters:

  • August/September: Focus on top-of-funnel and influencers while competition is low.

  • October: Finalize assets and start list-building campaigns.

  • November: Go heavy on middle/bottom funnel — retargeting and converting warm leads.

Post-BFCM Customer Retention

• Customers vs Consumers: Many BFCM sales are gifts, so find ways to capture the end recipient’s info (e.g., product inserts, warranty cards, gift segmentation).

• Retention strategies:

  • Deliver value through content, education, and entertainment. Don’t just blast weekly promotions.

  • Loyalty programs should reward top customers without overcomplicating things. Points systems often work best when paired with tiers or lifetime spend perks.

• Lifetime Value (LTV): The single most important metric. Brands need to measure beyond the first purchase and align acquisition cost with long-term customer value.

Loyalty Programs

• Choosing the right model: Cash back, credits, or points — ask your top customers directly what they prefer.

• Points systems: Proven effective (Starbucks, Dunkin’, fast food chains) and flexible for long-term engagement.

• Incrementality: Loyalty programs aren’t about net-new acquisition but defending and growing your best customer base.

AI in Ecommerce

• Back-end applications: AI shines as an “employee”, helping with reporting, data, and process automation.

• Front-end applications: Adoption is still limited. Consumers aren’t yet ready to “chat with a bot” for their shopping, though younger generations may drive this shift in the future.

• Practical outlook: Useful as a support tool, not something to force on customers prematurely.

You can check out all of our conversations with leading marketing, CX and retention experts on YouTube and Spotify.

Like and leave a comment on YouTube, and give us a review on Spotify if you found this content helpful.

Remember to check out the BFCM App Playbook, and start putting together a BFCM strategy that drives long-term gains, not just a short-term spike.

Best,

Pietro and The Retention Edge Team

PS: thinking about launching your own app? Go to our website to get a preview of your app for free, or shoot me a DM on LinkedIn to talk about it.