2. If you only had $1 more to spend, where would you
spend it?
Email SEM
Daily
PR
Deals
Social
SEO
Direct Media
Sales
Street Direct
Team Mail Bus
Ads
3. The process: Determining where to spend
#1
• Develop new channels
Build
& campaigns
#3
• Scale effective
channels #2
• Traffic
Learn Measure • Conversion
• CPA
• LTV
We measure impact of individual channels &
campaigns every day
4. Be Holistic
• Test everything, not just channels
– It’s brand, design, geo, messaging, value proposition,
AND channel testing
5%
Conv.
10%
Conv.
Brand PR Channel
