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I know that one thing we learned about the recession is
that we need to watch our money much more carefully.
We need to look at our ROI for all our ad spending.
When things were good, there was a tendency to try a lot of
different things and just throw money at online because
it, quote unquote, worked.
But when money gets tight, you start to really needing to
calculate some ROI on what you're doing.
We have in-home building industry and we
were pretty hard hit.
But we have continued to spend online.
We've moved a lot more offline to online because we know that
online works.
What we didn't always understand is where it worked.
What specific parts of online advertising worked better than
the others.
We're not a e-commerce site so you don't have actually all
those data points to know when a online
campaign lead to a sale.
So what we've really kind of dug down to is looking at our
data and working out techniques to compare our
online data to offline data to be able to do better
evaluation and determine more ROI.
So I think the recession has really kind of focused on
looking at every single spending that we're doing to
make sure that we're spending the money wisely.