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Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
內容大綱
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.
涵蓋主題
- Predictive analytics
- Customer lifetime value
- Social media
- Experimentation
- Marketing communications
- Customer relationship management
- Advertising
- Web and mobile applications
- Growth strategy
- Value propositions
- Big data
- Customer retention
- Marketing strategy
- Digital marketing
- Consumer behavior
- Brand management
- Return on investment
- Marketing
- Marketing channels