Metric Theory provides digital marketing services to a children’s products company. They manage paid search and social campaigns on various platforms. The team also helps with targeting, creative, and copy.
They scale ad spend and allocate additional resources as needed, proving to be an effective and goal-oriented partner. The responsive team maintains transparency with weekly performance reviews and more frequent check-ins during busier times of the year. Impressive results create value for cost.
“They’re on the forefront of innovation and always know what’s coming next.”
Introduce your business and what you do there.
I’m the marketing and analytics manager for Maisonette, a children’s products company.
What challenge were you trying to address with Metric Theory?
We needed help with paid ads and digital strategy.
What was the scope of their involvement?
Metric Theory handles our paid search, paid social, and e-management, and they manage our paid media budget and execution. They set up our campaign structure on the various platforms we use, and they help establish targeting to meet our goals. They also support creative and copy efforts.
They’re managing Google, Bing, Facebook, Instagram, and Pinterest. Occasionally, they make one-off efforts on other channels. For instance, we did a connected TV test with them in Q4, and I’m sure they will continue to do so going forward.
What is the team composition?
I work with Sarunas (Associate Director, Paid Search, Metric Theory) on a daily basis. Our higher-level account director is Megan (Associate Director, Account Services, Metric Theory). We have a more extended team of 4–5 people that work full-time.
How did you come to work with Metric Theory?
I wasn’t part of the process.
How much have you invested with them?
My company has spent $300,000–$400,000.
What is the status of this engagement?
We started working together in July 2019, and the engagement is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
We’ve increased our ad spend by 20–30% compared to where we were at in the first half of the year. Metric Theory has been a really effective partner in scaling up ad spend in Q4 and also being able to scale down after the holidays. We quadrupled our ad spend from when we started working with them in July.
How did Metric Theory perform from a project management standpoint?
Metric Theory is extremely responsive. They’re on a dedicated channel within our internal Slack, and they respond quickly if we ever have questions. Using various Google Docs and Sheets allows us to have a pretty transparent relationship.
We have weekly performance reviews, during which we take one-and-a-half to two hours to go through our different channels. We discuss what’s working and what’s not working, and we work together on what sorts of assets they will need to execute on those channels. We go back and forth on Google Drive about how many assets we should give them and what they need to succeed. We do the same thing on copy and targeting; they submit what they think is going to be effective, and we review and approve it. For targeting, they might ask for a certain audience or customer list, and we’ll give them what they need to succeed. During Q4, we had 15-minute status check-ins on Mondays, Wednesdays, and Fridays in addition to our weekly performance reviews.
What did you find most impressive about them?
They’ve been extremely supportive and effective in allocating some extra resources when we need it and making sure that everything gets done. When we were short staffed on our creative side in Q4, they helped cut up some videos for us. There was an additional charge for that, but it was within market value and really useful in helping us achieve our goals. We’ve gone through a lot of agencies; having somebody we can be transparent with and rely on has been a breath of fresh air.
Are there any areas they could improve?
We have a pretty hefty retainer with them, and that’s the number one thing that could improve. To this point, we’ve gotten great value, as budgets are lower. Having such a big retainer takes a chunk out every month. Besides that, they’ve been a great partner for us.
Give them as much creative freedom and independence in the account to do what they please. They’re on the forefront of innovation and always know what’s coming up next.