Selected work
Frank Health Insurance
60% reduction in CPA
Achieved a 60% reduction in CPA by identifying poor user journeys and applying exclusion strategies to lower funnel campaigns.
Situation & Strategy
Working on the Frank Health Insurance account, the primary objective was to drastically improve acquisition efficiency and lower costs in a highly competitive digital healthcare market.
Tactics
Rather than simply tweaking bids, I conducted deep data analysis to map the user journeys of leads that were failing to convert or churning quickly.
Action
I built a targeted exclusion strategy. By identifying the specific user journeys associated with poor-quality leads, I actively excluded these low-value users from entering any of our lower-funnel acquisition campaigns.
Results
- Achieved a 60% reduction in Cost Per Acquisition (CPA) by refining lead quality and heavily optimizing user journey targeting.
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