In some recent discussions amongst marketing teams, we are struggling to define clear measurement plans for our campaigns and their effectiveness on acquisition and ultimately retention.
In short, the further down the marketing funnel one goes, from social media >> ultimately into Status, the less visibility we have into the journey. This is obviously by design to respect and protect data and privacy while living up to our principles.
What does this mean?
Well, unless we pause ALL marketing activity outside of one super specific initiative or campaign, we will not know with 100% accuracy which efforts are driving retention – and this is something we must simply live with and learn to deal with.
For example, there will always be organic comms across social, community channels, etc encouraging and educating people to try Status. There will be consistent evergreen CPA based campaigns across network, search, display, etc. There will always be word of mouth and the “network effect” that is outside of our control. All of these will hopefully lead to new, retained users.
So with that, we have taken a different approach to timebox specific initiatives and closely monitor and watch the impact on retention over a set period of time. Time based retention (based on weekly cohorts) instead of campaign based retention (based on tracking ID’s).
There is an upcoming timeboxed period of 3 week (July 27 - Aug 16) with the inclusion of:
- 1.5 release and comms
- Brand initiative with hyper targeted content and promoted posts
- Ambassador push
- PR+ Launch in LatAm
This is already a lot but with information provided by channels such as twitter and playstore, we can have an idea as to what is most effective in driving installs. Once in app…it’s more or less a black box. So once again, have to look at time/date
Here is a measurement plan for the upcoming 3 weeks. With this, we should be able to see trends in impressions, referral sources, engagements on specific items, and thier impact on installs AND retention of weekly cohorts. It is crude for now. We will revise and improve after this initial campaign.