Ian Harris
Analyst · William Blair.
Hey Jack, yes, I mean we've actually done a really great job avoiding sort of the, and what from our perspective was anticipated inflation given the election year in the cost of acquisition. I think we've talked about this before but if, we have a 16-person marketing team who's, we do it, it's like a fully vertical marketing strategy marketing operation we do it. It is extremely dynamic. We're not setting budgets at the beginning of a quarter, a month, or week, and saying, hey, let's see what that yields us at the end of the period. I mean, these folks were dynamically in the market every day. We're in a great spot in terms of our scale where when we want to test something new, whether it's new content, a new channel, a new messaging, we can very quickly spin up a statistically significant AB test because we have that scale to run it sort of in real time and go from there. So it's a very, very nimble operation, and they've done an incredible job keeping our CAC low. And actually, from where we were a couple years ago, making drastic improvements, as we start to talk more about these sort of affiliates and partnerships, all of that factors into our overall marketing strategy. So it's all about driving awareness at the most efficient cost possible. Someone that's paid advertising a lot of that's organic, and a lot of this brand awareness and partnerships. I think last quarter Q2 was the first time ever where our brand awareness per this sort of third-party objective surveys that we've done every year for the last number of years. It was the first year ever where our awareness went up with our ads been going down, right. So the capital light, if you will, ways of driving awareness is definitely working. In terms of looking ahead, I don't want to give CAC guidance for competitive reasons, but suffice it to say, we're very data-driven about how we spend our money, and marketing is no different here.