Hi Joey and Tim,
Megan and I look forward to discussing July's results with you tomorrow.
Here
<https://docs.google.com/spreadsheets/d/1uqSo73HN22ECDhsucjl9gJk2JK-XtoqxG2d36zei_Bk/edit#gid=1041133771>
is the overall KPI deck for your review.
Prior to diving into paid, we want to take a moment to review Canada's
overall attribution and get your input on why so many records might be
showing up as "null" in our attribution model by reviewing some of them
together.
Then there are a few primary areas of paid advertising that we want to dive
into:
*1) Open leads and opportunities:*
- does the team have followups assigned for them?
- are they likely to be moving to the next stage?
- what is currently keeping them from moving forward?
This will help us to see what the July results will likely be once they
mature in a week or two.
*2) Closed opportunities:*
- Do you agree with the closed reason listed based on chatter notes /
what you know about the lead?
- Can you provide more context on the closed reason?
- Are there any reasons any closed opportunities should continue to get
followed up with by the team?
This will help us to learn more about the operational process and give you
the opportunity to provide any coaching that may be needed.
*3) Closed leads:*
- Are there any keywords that stand out as ones you think might signal
an unqualified lead?
- so far it looks like "home caregiver services" and "temporary home
care after surgery" are keywords we should stop bidding on
- Review what we think should happen in July for leads/opps
- lead volume should go down but opportunities should stay flat or go
up
- fewer leads because the team is making sure to only enter ones
associated with home care, meaning "not looking for our
services" should go
down as a closed reason
- opps stay flat or go up because hopefully the top of funnel
optimizations mean our budget is driving better calls/forms
- Review terminology
- lead = anything entered as a lead
- "leads for home care" can be used to distinguish between leads
that are relevant to us and calls/forms that come through that are not
related to this
- qualified lead = anything that moves to an opportunity
We will review the Campaign Location Funnel, here
<https://tableauserver.hcaanalytics.com/#/views/Marketingattr_16788245489280/CampaignLocationFunnel?:iid=2>,
which is how we measure performance and fill out the KPI deck. Please note,
it does not match correctly because one Toronto lead is showing up as paid
when it may actually be from organic. We are working to figure that out now
and will have that finalized before we meet with Chen alter this month.
From there, I downloaded and organized a report here
<https://docs.google.com/spreadsheets/d/1ghMMIRiJzVF5kCJDMk8ndmRD4AaZENeK/edit#gid=1055637158>.
Joey, can you please start filling out columns I-L before our call so we
can discuss?
In general, our goal is to compare against the year as a whole and the
previous month/quarter for each month's results. In July, leads and
opportunities seem normal but assessments through to SOC seem to have taken
a dive from the 2023 and Q2 average. Are there any operational factors we
should consider here?
We need to find 6 more SOC out of the open leads/opps in order to hit the
3:1 LTV: CAC goal for the region. Ideally, each market also hits their 3:1
goal, meaning we would need 1 SOC for each campaign and 2 fo Vancouver.
That would put us at our stretch goal of 4:1 LTV : CAC. Hitting the 3:1
goal consistently and getting to that 4:1 goal is what we will need to see
before we can advocate for more spend.
Please let me know if you have any questions prior to the call.
Given how the month is looking, I'm scheduling a follow-up call for the
15th to review mature July data and preliminary August data before our call
with Chen on the 22nd.
Sincerely,
--
Alexa Graziani
Senior Marketing Manager - Consumer Growth
* Please note my email has changed: *
agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
(650) 416-1538 Ext. 181538
TheKey.com <https://www.thekey.com/>
[image: TheKey] <https://homecareassistance.com/>