The Whole Business in One Weekly View
Rokform, a rugged phone-case and mounting brand, ran on scattered metrics with no single operating picture. Rudder Analytics built a CEO weekly dashboard across five decision pillars, plus a CAC-to-LTV framework that ties every acquisition dollar to margin and payback.
Core Growth
Revenue quality: AOV, revenue mix, add-on attach
Profit Protection
Contribution margin, marketing %, EBITDA / transaction
LTV Engine
Predicted LTV, CAC:LTV, cohort retention
Innovation
Sales per SKU, R&D spend, launch ROI
Capital Efficiency
EBITDA / spend, cash conversion, ROA
A Weekly Operating Rhythm
Rokform designs rugged phone cases and mounting systems, selling direct-to-consumer and through Amazon. Growth, margin, product, and cash decisions came from separate reports that rarely agreed.
Leadership had no single weekly view linking revenue quality, profitability, customer value, product performance, and capital efficiency. Acquisition spend was never tied to the value or payback of the customers it won.
Rudder Analytics modeled the metrics that matter, then built a CEO weekly dashboard and a CAC analysis framework. Every KPI is benchmarked against target and the same week last year, with 13-, 26-, and 52-week trends.
Five Questions, No Single Report
The CAC brief put it plainly. Leadership needed to see where to invest more or less by connecting spend, acquisition quality, customer value, contribution margin, and payback in one place.
Revenue Without the Mix
AOV, revenue mix, and add-on attach lived in separate exports, hiding whether growth was healthy or just heavier discounting.
Obscured Margin
Contribution margin, marketing as a share of revenue, and EBITDA per transaction were hard to read week to week against a target.
LTV Cut Off From CAC
Predicted LTV and cohort retention sat apart from acquisition cost, leaving payback and channel efficiency to guesswork.
Blended CAC
Spend was tracked in aggregate, not by channel against contribution margin and LTV, so reallocation lacked evidence.
Unclear Innovation ROI
Sales per SKU, tooling and R&D spend, and return on new launches were never tracked as a repeatable weekly metric.
Hidden Capital Efficiency
EBITDA against net marketing spend, cash conversion, and return on assets had no consistent weekly home.
One Semantic Layer, Five Pillars
The KPI model and semantic layer came first, one agreed definition per metric, then the weekly dashboard on top. Each pillar answers one leadership question, and the CAC framework connects spend to the value it creates.
Revenue Quality
Tracks AOV by channel, non-form-factor and accessory revenue share, and add-on attach, showing whether growth is healthy or discount-driven.
Margin in Plain Sight
Surfaces contribution margin per transaction, contribution after paid media, marketing and overhead as a share of revenue, and EBITDA per transaction against target.
Customer Value vs Cost
Models predicted 1- and 2-year LTV, plots CAC against LTV and LTV/CAC over time, and tracks monthly cohort retention from M0 onward.
Where to Invest
Connects spend to CAC and contribution-margin-to-CAC by channel, with entry-product intelligence and attribution, so budget follows payback.
R&D Accountability
Measures weekly sales per SKU, tooling and outside R&D spend, and trailing-twelve-month return on new launches.
Weekly Cash and Returns
Reports EBITDA against net marketing spend, cash conversion, and return on assets, closing the loop from growth to profit to capital.
One Cadence for Leadership
Rokform’s leaders now open one weekly dashboard that answers five decision questions at once. Every KPI is benchmarked against target and the same week last year, with acquisition finally tied to customer value.
| Metric | Before | After | Impact |
|---|---|---|---|
| Reporting cadence | Ad hoc, on request | Weekly operating rhythm | standing cadence |
| Business coverage | Scattered metrics | 5 decision pillars in one view | unified |
| KPI benchmarking | None | Target & SPLY on every KPI | new visibility |
| Trend depth | Point-in-time | 13 / 26 / 52-week trends | full history |
| Acquisition insight | Blended CAC | CAC:LTV & CM:CAC by channel | channel-level |
| Retention insight | Not tracked | Monthly cohort retention | cohort-level |
Rokform now runs a weekly operating rhythm on governed numbers. Growth quality, profitability, customer value, product ROI, and capital efficiency sit in one view, with acquisition spend directed by payback.
Data and AI for Brands Outgrowing Their Stack
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