Prior to any marketing campaigns we wanted to fully understand the Pacaso target audience, this proved especially important when it came to understanding the purchasing behaviour of affluent individuals that don’t typically use technology and social media in the same manner as  general consumer. We did this using audience demographic insight tools, and third party data providers.

Our marketing campaigns were based purely on quality and so we continuously enriched our lead data with third party technology. We led Pacaso to focus on our core metric as being CPQL (Cost Per Qualified Lead), as opposed to just a cost per lead. The leads we generated were slightly more expensive, but they had a higher propensity to convert to a sale due to the high quality nature of our leads, generated through PPC & paid social.