Dan Harlacher

We do that with your group.

We've done that with many other customers.

So we'll try different offers.

We will try different creative looks.

And we can do the A-B testing to a point where we're able to measure that and say, did we or did we not see lift or difference, good or bad, in those different creative messages?

What are businesses getting wrong about the way customer acquisition today?

You know, I think I'll go back to the CRM and the use of data.

So what we see a lot of is it's a lot of times the reaction may be gut versus data.

And when we go with our gut, what we often see is we're missing the landing zone by a lot sometimes.

And so it's incumbent upon us to be able to be transparent and push back against the client or the buyer that says, your data is telling us this.

And because of that, we're pretty confident this is going to give us the better outcome or result.

We will see many times where a client may tell us, I have to be here or my business is coming from here.

And in fact, when we do the data, because we do a one-to-one household match back, and when we analyze that customer, we will show you, hey, you're about 50% off or 30% off or all the way off on where you thought your customer was coming from.

The other challenge or the other sometimes overlooked piece that we see is when you have serviceable zips or service areas that you service, we have a conversation that says the data says this, but operationally,

Are you healthy and ready to support leads based on where your techs or your trucks or your salespeople are?

Are they there to run leads to provide an exceptional consumer experience?

We want to market and go there.

We don't want to market and go to where you can't service it.

You don't have a truck or a tech or a salesperson or you can't reach them in an ample amount of time to convert that lead to a sale.

When I really started getting very, very close, I basically took over as the CMO last year.