I always wondered what would be a good framework to evaluate whether sponsorships make sense for fintechs. This is a great basis haha
One thing: I love how much data for benchmarking you are using (CAC, CPM, etc.). How do you go about benchmarking ad unit economics/ vendor costs, etc? What are your best sources of data?
Great questions! We relied heavily on our own empirical data to make decisions about CAC/CPM etc. We would have LOVED to have competitor data but outside of what's provided to us by the vendors themselves (e.g. Google, Meta), it was really hard to find this kind of data or even benchmark our performance in a more consolidated way. So we often knew we were doing better than before, but rarely better than X or Y competitor (except maybe specifically in a channel or for similar audiences).
I always wondered what would be a good framework to evaluate whether sponsorships make sense for fintechs. This is a great basis haha
One thing: I love how much data for benchmarking you are using (CAC, CPM, etc.). How do you go about benchmarking ad unit economics/ vendor costs, etc? What are your best sources of data?
Great questions! We relied heavily on our own empirical data to make decisions about CAC/CPM etc. We would have LOVED to have competitor data but outside of what's provided to us by the vendors themselves (e.g. Google, Meta), it was really hard to find this kind of data or even benchmark our performance in a more consolidated way. So we often knew we were doing better than before, but rarely better than X or Y competitor (except maybe specifically in a channel or for similar audiences).