Our unique and systematic approach to user acquisition activities brought immediate results in Wetaxi marketing activities. Within just a few weeks, our UA experts were able to decrease CPI on all channels implemented in the media mix. All this in complete transparency of bidding and optimization.
As we progressed with our activities, we noticed that some channels were delivering higher than expected CPA, so, together with the Wetaxi team, we decided to take a deeper look at each monthly cohort to better allocate budget. Our analysts built a first offline dashboard and then, together with the Wetaxi tech team, we created a clear and interactive Google Data Studio Dashboard, to show how cost changed and, actually, improved overtime for those channels that at first showed a higher cost of acquisition.
Thanks to the interactive dashboard, we managed to show how those channels, that had a higher CPA (on the first ride), were actually bringing in users that were using more often the service, hence resulting in a lower CPA (on all rides) over the period of time analyzed.