Success Story | Executive BI
Rokform unified the whole business into one weekly executive view
AOV, revenue mix and add-on attach
Contribution margin and EBITDA per transaction
Predicted LTV, CAC:LTV and cohort retention
Sales per SKU, R&D spend and launch ROI
Cash conversion, EBITDA against spend and ROA
Decision pillars in one executive view
Governed weekly operating cadence
Week trend windows for every key metric
Channel-level acquisition and payback visibility
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 not 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 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 channel acquisition cost, leaving payback and budget reallocation to guesswork.
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.
Actual · Target · SPLY
Every KPI is viewed against plan and the same period last year, removing ambiguity from the weekly review.
13 · 26 · 52 Weeks
Consistent trend windows reveal direction, seasonality and whether changes are holding over time.
One Executive View
Leadership sees growth, profit, customer, product and capital signals together in a governed cadence.
Revenue Quality
Tracks AOV by channel, non-form-factor and accessory revenue share, and add-on attach to show whether growth is healthy or discount-driven.
Margin in Plain Sight
Surfaces contribution margin per transaction, contribution after paid media, marketing and overhead share, and EBITDA per transaction.
Customer Value vs Cost
Models predicted one- and two-year LTV, plots CAC against LTV 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.
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 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.
A single governed view now connects five decision pillars, adds 13-, 26- and 52-week context, and replaces blended CAC with channel-level acquisition and payback insight.
| 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.
Engagement summary · Rudder Analytics
One view for the decisions leadership makes every week
Rudder Analytics turns disconnected business metrics into a governed operating system for growth, margin and capital.
