Context
- We currently rely mostly on Meta Ads for user acq (ref col H), = limited robustness and investibility
- For example, for the RealPage campaign (cell H12, H13), ads were not effective and thus we are having trouble getting retainers
- Investors like blended acq channels; anyone can run ads, whereas a diversified funnel demonstrates expertise and infra maturity
- We have tested some other channels
- Cold email - blocked by deliverability issues (ref)
- Data brokers - have a couple providers, see costs here on the right side
- Programmatic (some combination of email, display, social, SEM, etc.)
- candidates: BRIDGE, Alesco, and Cybba
- Zim is setting up a test with them now for Realpage
- 1p affiliates - Pogo and Brownboots are both going well
- 3p affiliates - just got set up with Awin
- Legacy ClaimClam app / newsletter / existing users in db - works fine but low volume
Goals (Areas of work)
- Expand channels that are working
- Run tests for queued channels
Out of scope / WIP: Programmatic- 3p affiliates / Awin
- Test new channels / providers (ref rows 119 - 148)
Output / Definition of “Done”
- Expand channels that are working
- Run tests for queued channels
- Onboarded affiliate on Awin
- Complete campaign
- Campaign analysis / report
- Test new channels / providers
- Notes on info gathering on prospective vendor (example)
- Y/N decision on whether to run a test or not
- Complete campaign
- Campaign analysis / report
Metrics
- Expand channels that are working / Run tests for queued channels
- Diversity of channel partners: Number of new affiliates / 1p or 3p channel partners
- Volume of CVRs: Number of eligible leads per affiliate / channel parnter
- Velocity of scaling / experiments
- Number of new partners onboarded (per week)
- Number of tests run (per week)
Success Criteria
- Our user acq ratio becomes blended / balanced
- Ex. 33% paid social / 33% organic or PR / 33% channel partners or other