In my previous blog posted on September 10th, I have shared my general view about running media campaigns. Well, it was harder than I thought. Media companies became a commodity and their service level as well as their professionalism has gone down. There are too many offline companies who are using their services and have no tracking tools and their level of monitoring and analysis is close to zero. Media companies got spoiled!
It was clear from the very beginning (around Sep 10th) that the level of our involvement has to be very high (few times a day at each media company). We started with 5 media companies. One could not get pixel tracking to work. The other one was way above our target per user. One was very slow to increase traffic. The forth one did not allow us to get access to their server and we had to terminate them. One was slowly and continuously growing and now delivers about 150 users a day.
The last day of September we had almost 300 new users. 248 from media and 51 from our affiliates. All together we have generated 4100 users. This is all great and dandy but Itay has set my target (without the affiliates) to 12000 this month. This is averaging at 400 a day. This could have been easy if he would not set the price per user at that low! I do need to grow from 250 a day to 500 a day before month end.
I am off to switch on more media companies and accelerate campaigns with the existing ones. I enjoy seeing the bandwidth consumption steadily growing, the price per users going down and the number of users growing!
Who said working hard is no fun??
Stephan
Media Manager
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