Notes

1) New User Acquisition

1.1) We can create Custom Audiences on Facebook, as well as Google and display our ads only to them.
This will essentially:
- Better clicks/conversion ratio
- Cut costs significantly
- Ads to people more likely to convert
- Highly detailed Targeting after understanding the demographics of the Target Audience

1.2) Run A/B testing on creatives, Ad copy to find the best converting creatives.
- Will plan Multiple Single. Carousel Image and Video ads. There is usually 1-2 creatives that result in 80% of the conversions

1.3)Do customer segmentation on basis of demographic & behavior.
- This can be identified using the current customer base as well, but would be clearer when we have a user base close 7-8k or more
- This is important, usually helps in targeting customers intelligently and reducing marketing costs significantly, this can be done after few tests.

1.4) Start Adwords (Search & display).
- Can start as an when required
- The keyword research would be a key identifier here and would require your help here too.
- For display campaigns, we need to identify the audience and need creatives to push

2) Retargeting (On Facebook & Google)

2.1) Retarget customers who have shown interest in past
- Just need to check if the facebook and google pixels have been recording the data, can implement and improvise on a daily basis

2.3) Retarget to increase repeat purchase.
- Your numbers are already good here, can implement surveys, offers etc and would not require much effort

2.4) Retarget Abandoned carts with suitable offers.
- This can be done once the google analytics is in place. We can create a goal for the same and can target around that.

2.5) Create dynamic ads so people are seeing ads which may appeal to them more
- I would recommend to do this for the following 3 segments:
- People seeing the products but not buying - most important
- Adding products but not bought
- Bought products

3) Data Analysis

3.1) Make data models which can help us get insights
- Will submit reports segmenting Channel/Campaign/Audience - these would help in understanding what works for postfold

3.2) Make data models to identify factors affecting the purchase
- This is one of the primary concerns as per my knowledge, continuous improvement here would result in better growth for the organization

3.3) Forecast the ordering and try to convert them early.
- This is something we can work upon after running few tests and understanding the customer segments of postfold, cohort for this can be generated