The document discusses strategies for lean marketing, emphasizing the importance of effective budget allocation for various channels such as email, social media, and PR. It outlines a three-step process that includes developing new channels, measuring traffic and conversions, and scaling successful campaigns. The approach encourages holistic testing across all aspects including branding and messaging.

1. Lean Marketing:
If you had $1 to spend, where would
you spend it?

2. If you only had $1 more to spend, where would you
spend it?
Email SEM
Daily
PR
Deals
Social
SEO
Direct Media
Sales
Street Direct
Team Mail Bus
Ads

3. The process: Determining where to spend
#1
• Develop new channels
Build
& campaigns
#3
• Scale effective
channels #2
• Traffic
Learn Measure • Conversion
• CPA
• LTV
We measure impact of individual channels & campaigns every
day

4. Be Holistic
• Test everything, not just channels
– It’s brand, design, geo, messaging, value proposition,
AND channel testing
5%
Conv.
10%
Conv.
Brand PR Channel

5. Thank you…
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