RE: Eve on LinkedIn15 Aug 2022 22:17
The eve data controller seems to be a wise owl:
‘ Philip CottonFollowing
Data Director @ eve Sleep
3d
I'm selling a car, it has a few minor blemishes in the paintwork so I look up mobile repair - Google comes back with a load of paid ads so quite a competitive field.
I go into one, looks good, read about their method and prices, all makes sense - I'm happy to convert. After filling out a hefty form (car details, chip details, location, personal etc). I am informed they don't operate in my area.
Could have done that from one piece of information (or even with a geo-tag of some form). Mildly frustrating but more fool them, they paid for my visit.
The next several days on social ... 3 guesses what I see every day and every opportunity ... this same geographically distant provider, spending more money on impressions for a Customer they cannot serve.
Two very important lessons here:
1) The slightest bit of scrutiny on the Customer journey through a funnel lens or session view or even scouring social (maybe) might highlight a big flaw in the design ... there is no one route to improvement.
2) A reminder that how you spend your money is far more important than what you are spending.’