Do you have any statistics or metrics to track improvement from the project?
I have some specific metrics around our app. We’ve been impressed with what they’ve managed to drive our cost for install. The average cost for install is £1.77 ($2.50). They’ve managed to drive subscriptions to Espresso at £51 ($66) per subscription, which is excellent. It’s within the realms of what we think is reasonable, and what we had asked them to do. In terms of total installs driven by the market spend, they’ve managed to deliver about 130,000 installs during the course of two and a half months. We’re pleased with that. The weekly product is a much tougher nut to crack, but we are working on it.
Is there anything unique or special about Somo that really makes them stand out compared to other business partners?
A really great thing about Somo is that they are able to draw on a diverse set of previous client experience. They are a biggish agency, but I think they work with a small agency feel. I feel like we get a good amount of account management care and attention. I feel like they’re pretty hands on. I like the fact that they’ve got a lot under one roof. They’ve got a strong creative services division. They’ve got a lot of mobile media planners to work with. They can also accommodate some of the more ancillary projects like App Store optimization or customer journey. It’s nice not to have to brief those jobs out to a new agency every time. Somo has done a great job of understanding what we do, who we are, and what our main KPIs [key performance indicators] are.
Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?
We’ve had Somo do a couple of customer journey projects for us to really look at a mobile journey and try to work out what the pain points are and how we can improve our approach. I feel like sometimes they are a little off brief with their suggestions. Sometimes, I find it difficult to work out how we can practically implement some of the suggestions they make.