Probando - Data & Performance
Leading the Growth Team at Probando was my duty and honestly made a lot of fun - because it was very successful.
The Challenge
Probando is a platform for medical research studies. As requirement for data-driven Marketing we set up a detailed user tracking connected to a Live-Dashboard to visualize campaign data understandable for everybody. Gathered data should later be used to improve campaign performance and learn more about the audiences desires. We started from 0 and scaled quickly to 5 figure campaign budgets and many new partners.
Daten Collection.
On top of a Firebase Website Infrastructure a detailed User Tracking (DSGVO/GDPR conform) was being implemented. The collected data was flowing into a live dashboard showing the important KPIs for shareholders.
It is not only about user behaviour - many campaign related data could be used to compare different traffic types and optimize the website as well as advertisement funnel with recognizing psychological barriers and audience needs.
Performance Marketing.
Data is worth nothing without using learnings to make actual changes. Now we could work using the algorithms in our campaigns which also included YouTube video advertisements.
Our cost per lead went down to below $2.00 and we got a ton of positive reaactions on Social Media.
We also used Hyperlocal Targeting for finding new B2B partners throughout Austria, Germany and Switzerland.
As a startup Probando also decided in our workshops to use old-fashioned Guerilla Marketing for getting traditional media coverage.
Combinig these masses of newly generated leads with a very professional Sales and Business Development team we could only succeed.
Bringing scientific research closer to people.
At Probando you can take part in studies, product tests and surveys. You receive exclusive access to the latest therapeutic options, can test exciting products even before they are launched on the market, take part in raffles and, in some studies, even receive money as an expense allowance.
Leading the Growth Team at Probando was my duty and honestly made a lot of fun - because it was very successful.