From onboarding to business-critical decisions in less than 30 days
Interview with VP Growth Jake Higgins
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CLIENT BACKGROUND
SPOKE
VSPOKE are a fast-growing retail ecommerce business, listed at #12 on the TechTrack 100 in 2019, raising £8.5m in Series B funding in June 2019 to accelerate new customer growth across a number of digital channels.
CLIENT OBJECTIVES
1
Prioritise a fast, agile onboarding
2
See a joined up view of online activity
3
Uncover true Customer Acquisition Cost and ROI for each channel
4
Optimise their email marketing strategy
STRATEGY
Understanding Channel Performance
Fospha set up 1st party data collection and stitched together the online customer journey, including Paid Social, Paid Search, and Email
INSIGHTS & RESULTS
Fospha found that
1
Customer Acquisition:
Fospha delivered an independent, accurate data-driven Cost Per Acquisition by channel. SPOKE used this to determine 2020 cross-channel budgets.
2
Email Optimisation:
Fospha uncovered a new email optimisation strategy, including time of day optimisation which was implemented over the Black Friday weekend (and remains ongoing)
3
Lifetime Value:
Fospha helped SPOKE to build a valuable source of customer data IP, which in turn enabled lifetime value reporting and analytics
Fospha took SPOKE from contract signed to board-level strategic decisions inside a month, including providing data to support their Black Friday strategy
"After our Series B investment, SPOKE was diversifying across a range of marketing channels both online and offline. Fospha helped us integrate our channel attribution data with the data we gathered directly from customers, producing the most sophisticated attribution model I've ever worked with. In particular, we were making big decisions about Above-The-Line channels for which this data was extremely helpful." Above-The-Line channels for which this data was extremely helpful."
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