Angie Hicks founded her company Angie’s List at the age of 22 by going door to door asking people to sign up to rate local services. Her hard work paid off as the company grew to over 3.2 million subscribers. As the company grew, so did the competition. Angie’s List had to keep innovating to accommodate member services as well as those looking for just a onetime purchase. 

Strategy:  Since Angie’s List offers subscription membership and also one off purchases, proper tracking of each customer had to be implemented to fully evaluate media performance. Taking life time value into account the media plans were optimized to focus on bring repeat business and creating lasting loyalty. Focusing on the long term customer had it harder for the competition to gain their business.

Tactics Used: Custom tracking, attribution modeling, audience targeting, mobile marketing, video advertising, native advertising

Results: Efficiency of return on ad spend doubled as the campaign was able to scale profitably, spending upwards of $1.5M in the last year.