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Marketing Insights & Recommendations
Campaign Performance
Reno Yegon
Row
Health
Table of Contents
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Overview
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Context
The objective of this project is to analyze the effectiveness of past marketing campaign categories in relation to customer acquisition and subsequent insurance claims.
Row Health is reassessing its marketing strategy and budget allocation to drive two primary objectives:
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North Star Metrics
In order to evaluate customer acquisition, we focused on the following key metrics:
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Impression Signup Rate
The percent of people who see a campaign (impression) and subsequently sign up for Row Health plan.
Signup by Channel
The percent of people who see a campaign and click on the associated link.
CUSTOMER ACQUISITION
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Cost per Signup
The average dollars spent in order to acquire a signup from each campaign.
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Clicks Signup Rate
The percent of people who click on a campaign and then sign up for a Row Health plan.
North Star Metrics
Over the last few years, the averages for these metrics have been in line with industry benchmarks.
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Impression Signup Rate
From 2019 to 2023, the average signup rate was 0.36% across 16.2K total signups.
Signups by Channel�
From 2019 to 2023, our most successful channel had 7.6K signups and our least successful has 494.
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CUSTOMER ACQUISITION
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Cost per Signup
From 2019 to 2023, the average cost per signup was $3.69, ranging from $0.65 to $176.7 per campaign category.
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Clicks Signup Rate
From 2019 to 2023, the average clicks signup rate was 1.91% across 16.2K total signups.
North Star Metrics
In order to evaluate brand awareness, we focused on the following key metrics:
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Click-Through-Rate�
The percent of people who see a campaign and click on the associated link.�
Impressions�
The number of times a campaign is displayed to potential viewers or customers
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Cost-per-Click�
The average dollars spent on a click from each campaign.
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BRAND AWARENESS
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North Star Metrics
Over the last few years, the averages for these metrics have been in line with industry benchmarks.
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Click-Through-Rate�
From 2019 to 2023, the average click through rate was 9.4%, with a category high of 25.5%.
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Impressions�
From 2019 to 2023, total impressions grew to 9M, ranging from 171K to 1.4M.
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Cost-per-Click�
From 2019 to 2023, the average cost-per-click was $0.07, with a category low of $0.03 (excluding campaigns without any clicks).
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BRAND AWARENESS
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Insights Deep-Dive
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Signup rate was highest among Health For All campaigns and Social Media campaigns.
Across campaign categories, Health for All campaigns had the best-performing impression signup rate (2.08%) and click signup rate (8.16%) .It had the second-highest number of signups (3.5K).
While social media had the highest number of signups and both signup rates, Email had a slightly lower impression signup rate (0.20%) and (two times less in clicks signup rate).
Within Email, Health for All campaigns far outperformed other campaign categories at a 3.72% impression signup rate and click signup rate of 7.55% compared to <0.06%and <0.47% for other categories.
More pivot tables for signup rate in Appendix section.��
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Cost per signup was lowest among #CoverageMatters campaigns and Social Media campaigns.
Across campaign categories, #CoverageMatters campaigns had by far the lowest cost per signup($0.7), with Golden Years Security performing the worst in terms of cost and volume
TV signups had the highest cost and the lowest volume; this may be related to poor attribution abilities for this channel
Email and Social Media have similar costs per signups($4 and $5.
More pivot tables for cost per signup in Appendix section.��
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Click through rates were highest for Summer Wellness Tips and Email campaigns.
Across campaign categories, Health For All had a high CTR (25.48%), which was more than double the average. Family Coverage Plan had CTR of zero.
Email also outperformed other channels in terms of CTR (16.71%), though the number of impressions was second-lowest (2M).
Within Email, Health for All campaigns have the highest CTR at nearly 50%.
More pivot tables for cost per signup in Appendix section.��
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Lastly, cost per click was lowest among the Coverage Matters category and SEO.
Across categories ,cost-per-click was similar for all campaigns except Family Coverage Plan and Golden Years Security ($0.03-$0.11)
Golden Years Security’s CPC was 6x higher than the campaign with the second worst CPC. Family Coverage Plan didn't qualify because it had zero clicks
Email had the best CPC amongst platforms ($0.05). TV didn't record a single click
More pivot tables for cost per signup in Appendix section.��
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Recommendations
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Key Recommendations
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Recommendations focus on two strategies: removing ineffective campaign categories and reallocating budget towards platforms with higher signup rates and low cost per signups / low cost per impression.
1.Prioritize High-Performing Campaigns and Platforms
Data indicates that the 'Health For All' campaign and email marketing have delivered consistently strong results consider increasing the budget for these initiatives by 15-20 to maximize ROI.
Social media has been excelling. However, it's a turbulent time for social media marketing. Caution might be wise. Try a 10% budget.
2.Leverage Social Media for Customer Acquisition and Brand Awareness
3.Expand Email Marketing for Engagement
Implement an A/B test by increasing email frequency by 15–20% for a randomized segment over a 30-day period. Analyze engagement metrics (open rate, CTR, conversions) to determine if increased frequency drives meaningful uplift.
4.Re-evaluate Low-Performing Strategies
TV has shown poor performance on every metric examined. Reduce its budget by 25% next quarter. Reallocate those resources to high-performing channels Email and Social Media. Re-evaluate at the end of the quarter.
High SEO and Social Media costs
Investigate drivers behind high cost of SEO and Social Media signups, including:
Campaigns with zero signups
Further explore campaigns with no attributed signups to uncover root causes and areas for improvement:
Campaigns with low CTR
Golden Years Security and Family Coverage Plan campaigns have low CTR. Investigate the following:
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Caveats and Next Steps
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Caveats and Next Steps
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Improved data quality & availability |
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Include other dimensions |
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Revisit 2024 marketing budget |
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For improved analysis and future steps, consider the following:
Appendix
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Technical Process
Dataset stats:
�The analysis utilized a customers dataset, claims dataset and campaigns dataset containing the following key campaign dimensions:
The technical process included:
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Signup Rate, Cost per Signup, and Total Signups-supporting tables
Within Email campaigns
Within SEO campaigns
Within Social Media campaigns
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Click-Through-Rate, Impressions, and Cost-Per-Click-supporting tables
Within Email campaigns
Within SEO campaigns
Within Social Media campaigns
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Thank you!
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