MARLEY SPOON
Making linear media perform like programmatic.
The problem
Marley Spoon needed to reduce their overall CPA across both programmatic and traditional TV.
Where experience led us
With programmatic media performing strongly we could have left brand advertising to just ‘do its thing’. We dug deeper. The data suggested TV placements were responsible for incremental spikes in customer acquisitions, however a blanket approach was proving costly.
The key was to leverage a leading global TV attribution tool to trade. This let us to optimise individual TV spots based on business outcomes – driving new customers and the life-time-value of those customers. Data insights pushed investment to the strongest days, dayparts and programs. We also developed a CPA model with the television networks that saw them paid based only on customers acquired when our campaigns were inactive. Most importantly this programmatic approach to TV determined our optimum threshold for traditional investment, helping reduce the overall business CPA.
The out-performance
CAC decreased by an impressive 9% while simultaneously increasing the volume of customers by 64%.
The off-peak CPA deal meant Marley Spoon received huge volumes of additional activity from the networks yet only paid when it drove a new customer enquiry.
Money saved has been reinvested and used to drive further customer growth over the past two years.
