I really like sports. I started cycling when we founded Milyoni, and I never thought I would enjoy an endurance sport like cycling. After meeting Davis Phinney and hearing his racing stories, I started reading about the technique of cycling. As in other racing sports, cycling is all about drafting. Why am I talking about this here? Because drafting is all about conserving your precious resources to give you a shot at the big prize in the end. We all need to be drafting more, especially off our data. If you want to spend your marketing dollars more effectively, then draft off data! Here’s a real life example that we did last week: We A/B tested Facebook Ads using our #SocialVideo insights and user data. The new THOR trailer was the subject of both ads and each ad was set to US only. After reviewing the data of viewer interactions with the THOR trailer, we determined the best targeting for the second ad run.
Facebook Ad #1 Subject: Thor: The Dark World trailer Target: US
Facebook Ad #2 Subject: Thor: The Dark World trailer Targets: US, Marvel, UFC, 300, Linkin Park
And the results? Facebook Ad #2 was the clear winner. It yielded…
21% lower customer acquisition cost
64% better CTR
If you want to get more out of your marketing spend, then follow your data. If you are headed up OLH on your bike, say hello as you go by – I’m still working on climbing. But on the way down, feel free to jump on my wheel and draft!