Reach: trying to get the attention of the people we want to reach.
Acquisition: attracting and bringing the reached person into the influence sphere of our organization.
Conversion: when the people we reach or have a more established relationship with, decide to buy something from us.
Retention: trying to keep the customers and trying to sell them more (cross-selling, up-selling).
Loyalty: we would like the customer to become more than a customer: a loyal partner and even a ‘brand advocate’.