Coefficient Labs - small, but powerful

11/06/19

On November 6, our class visited the agency Coefficient Labs in Santa Monica.They are focused on growth hacking for start-ups. I thought it was interesting that they divide their work among “pods.” They say they earn the best results through separating teams based on creative, data, and media planning pods.

I liked how they separated our class into our own “pods.” Since the class is mostly juniors, they all know what pathway within the M-School they are. So I was left to decide on my own, as my senior class was the last one to go through the M-School without a defined pathway. However, I identify much more with the strategy pathway as it is what interests me more. Therefore, I went with Makenna to create the Facebook ad, while Lindsay and Summer from our group stayed in the other room to design the creative for it.

Since I am a senior, I am also in the Adaptive Media and Analytics M-School course which is all about paid search and paid social advertisement. And I love it. It has inspired me to consider marketing roles having to do with paid search and social, and the way my Adaptive Media group broke up the work, I focused more on Facebook Ads. So I felt like I had an advantage over the rest of the class here. Coefficient Lab’s increased my confidence in paid social because I felt like I already knew most of what they presented on. However, I did take away this important insight:

Even if you’re doing well with Facebook ads, spending more money does not guarantee you a higher profit.

Another important thing I learned was horizontal scaling. By breaking a campaign into smaller budgets based on zip code and/or age, you can better reach your target audience and boost reach and profits.

Makenna and I targeted our audience for Dogmatic Treats as people 25 and older (since most college students don’t have dogs) with interests in dogs, health, and sustainability. We also utilized the location feature. We will not be shipping our products so we made our audience a few miles radius around LMU. Our group is planning on creating a Facebook campaign for Dogmatic Treats, so this was great help in brainstorming and practicing making this agency visit particularly helpful.

Coefficient Labs had a small space to fit us all in, but they made it work and were extremely welcoming. They were a small agency, but created a lot of powerful work. And this guy had to be my favorite employee there…