Since day one, Turo has made every effort to approach their marketing spend as scientifically as possible. They measure marketing ROI as the ratio between customer lifetime value (CLV) and the customer acquisition cost (CAC), which they consider to be the most holistic way of understanding the unit economics for marketing. When CLV (i.e., future gross profit per user) is compared to how much is spent on each user, you can better predict profit that can be reinvested in the company while streamlining acquisition costs. Turo had always lived by the CLV:CAC metric, but applying the methodology felt fragmented and inefficient. In one spreadsheet, the team calculated Turo is a car sharing marketplace where travelers can book any car they want, wherever they want it, from

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