Metric Theory

BACKGROUND

Please describe your company and your position there.

I oversee paid marketing for a fast-growing beauty ecommerce startup.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Metric Theory?

Metric Theory ran execution and strategy for google channels, focusing on paid search and shopping.

What were your goals for this project?

Taking over from another agency, we needed to restructure a lot of our account so that it was clearer to measure and optimize. In addition our goals for these channels were MoM and YoY revenue growth to support overall business growth.

SOLUTION

How did you select this vendor?

Metric Theory was a recommendation from our google team, and we vetted a few other agencies. Metric Theory's strategic and tactical knowledge was apparent, and their account review was very thorough. The fees were also reasonable. These were main factors in choosing Metric Theory.

Describe the scope of their work in detail.

Metric Theory started by doing an account review across all channels (search, shopping, display, discovery, youtube) identifying main pain points and growth areas. They reviewed this with us to determine what the highest priorities were. From here, a big part of the initial work was restructuring our accounts in a phased approach while not negatively impacting performance. They continued to manage campaigns across accounts including launches for new products, testing for better measurement (incrementality), and testing across creative and copy. They provided thorough weekly reporting to analyze trends in comparison to other channels and our business as a whole.

What was the team composition?

We worked closely with the account director and her team, and also had involvement with leadership including the CEO, who spent time getting to know our business and how to best help. The team size was scaled down when we moved towards having them only manage search and shopping.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The account restructure was very successful and made it much more manageable for us to view performance and optimize. Previously, we were not launching during promotions and this was a big unlock that Metric Theory helped us with across channels that drove incremental revenue. As a whole, google was one of the top channels in terms of YoY revenue and ROAS growth.

How effective was the workflow between your team and theirs?

Communication was effective, they were very responsive via email and slack and the weekly meetings were run efficiently and productively. The relationship was collaborative and they brought new ideas to the table as well as received feedback well.

What did you find most impressive about this company?

The entire team had very strong strategic and tactical knowledge of the google channels, which seems like a foundational need but we have found this lacking in other agencies. Their strategic and tactical knowledge exceeded most other agencies I've worked with. They were reliable, with strong project management and were very aligned with our business goals. We never had any issues with misaligned motives between agency and our company which can be common. They did a good job looking at the business as a whole and asking the right questions to gain insights from other channels, rather than only being zoomed into one channel.

Are there any areas for improvement?

More facetime and relationship building as well as long-term planning to coincide with our business planning. There could have been more done to proactively come up with testing roadmaps and out-of-the-box ideas. Caveat here was it was a shorter-term partnership which was less conducive for these things.