What evidence can you share that demonstrates the impact of the engagement?
We're most concerned with the types of users interacting with our brand. A lot of focus is on branded terms, acquisition, and customer retention. So, we're a little less interested in impressions and more focused on users. We're also looking for a strong return on investment through both search and social. Over time, we started investing more of our budget in social media marketing, which is a testament to how effective Metric Theory is in that area.
In our most competitive paid media season, we're seeing search ROAS between 4.5x–9x and social ROAS at almost 4x. It's incredible. We have a strong, compelling brand, so that's helpful. However, their work has been critical to hitting these numbers.
We're seeing 20%–25% growth year over year and strong conversions as a result. Lately, we've been pushing our upper-end of investments in ad spend because we're seeing such strong returns with them.
How did Metric Theory perform from a project management standpoint?
They have a solid project management structure. First of all, they have dedicated teams that are focused on our account at all times. We have 24/7 access to analytics dashboards. They're also really involved in our business, able to reach into our Jira workflows to obtain whatever assets they need. In that respect, they've become part of our business.
We have bi-weekly calls to make sure that the data is consistent and accurate, ensuring that we understand the effectiveness of channels. They're deeply invested in us, and we have consistent communication with them. So, it's very smooth.
What did you find most impressive about them?
They're truly a national brand, so they have a strong presence and significant workforce across the country. That brings us closer to our target markets. They're not too heavily focused on one demographic or region. Their diverse knowledge of the market enriches our partnership.
They work directly with Google and with Facebook to make sure that they're able to stay on top of the changing market. That gives us confidence that we can manage and monitor our accounts as the market changes. The geographical diversity and their strong links to the media providers are really important parts of what Metric Theory does.
Are there any areas they could improve?
We've been very satisfied with these guys. I can't really think of anything that I would describe as a shortcoming right now for Metric Theory. These guys have really delivered.
Do you have any advice for potential customers?
Your partner will work better with you if they're more integrated into your operations. We made the decision to include them in our meetings and discussions from the start. Our team also makes sure to respond to and listen to the data they're bringing into the conversation. We strategically brought a very smart group of people to the table, so it was critical to foster a close relationship to get the most out of the partnership.