At the end of our nine day Pink Bagel exercise we found we had meaningful data from our two ad services indicating the perceived value of our three value propositions to our target demographic. That data is summarized below:
Facebook Ad Services
Value Proposition
Impressions
Clicks
Click-Through Rate
Assisted Resolution
26546
60
.22%
Integrated Search
23612
44
.18%
Automatic Documentation
23502
40
.17%
Google AdWords
Value Proposition
Impressions
Clicks
Click-Through Rate
Assisted Resolution
10790
19
.18%
Integrated Search
8290
11
.13%
Automatic Documentation
3168
6
.19%
With this real-world data from our customers, we were able to determine that Assisted Resolution was consistently the most desired and clicked on feature. This did not surprise us, as we felt it was the biggest disruptor within the IT Service Management space. We were glad to see that this was validated with real data.
We were also lucky enough to see the work of our colleagues as well as present our conclusions in an LGM.
While Jon, Santi, and Jai were meeting with the Stanford Remedy team, Hussain and Andrew began the Pink Bagel exercise. We decided that we were going to use Facebook ads to get statistics regarding our product and vision to help refine it. Confident in our demographic, we decided to use Facebook Ads as a form of A/B testing, evaluating each of our three value propositions based on advertising performance.
Running this as an experiment, we decided to run three simultaneous ad campaigns, one for each value prop, keeping all things constant besides the value prop itself. The constant factors included demographics, the link posted, the lifetime of the ad. These are listed below
Demographics (according to Facebook this demo targeted ~490k individuals who use Facebook daily)
Location: United States
Age: 22-60
Language: English
Interests: System administrator, Information technology, Software engineering, or Technical support
