Managed social paid from ₽5M per month
Vladimir RossausContext
Compared audiences, messages, creative and placements, then reallocated spend using target-contact cost and downstream behaviour.
- Project
- T-Bank
- Period
- April 2018 / March 2021, Tinkoff
- Area
- Performance / Budget management
Project platforms
My working period is listed above. These links open the project’s current pages.
Task
The task and my role
At this scale, relevant action cost and traffic quality matter. Worked across media planning, paid and social promotion in the Tinkoff ecosystem, including Mobile and Journal. Managed social paid, analysed campaigns and contributed to creator integrations and special projects. These figures describe the overall work, not each product individually.
Solution
How I managed spend
Define the result
Agree what counts as a target contact. Reconcile web analytics and platform reporting before comparing cost.
Segment audiences
Match demographic, interest and behavioural groups with offers and creative.
Test a hypothesis
Compare combinations of audience, message, format and placement. Change a defined factor so the result can be interpreted.
Reallocate budget
Strengthen suitable combinations and follow both cost and downstream actions. Stop or revise a weak test.
What −25% means at equal spend
Starting scenario
- Contact cost in the calculation: ₽1,000
- Calculation budget: ₽5M
- Calculation: 5,000 target contacts
After the cost reduction
- Contact cost in the calculation: ₽750
- The same budget: ₽5M
- Calculation: about 6,667 target contacts
Metrics
Scale and figures
- Monthly social paid spend
- ₽5M+
- Cost per target contact
- −25%
A contact is not equated with a customer
- Combined integration reach
- 10M+
Summed reach, without confirmed deduplication
Change in target-contact cost
Contact cost
Chart values
| Metric | Baseline cost | After optimisation |
|---|---|---|
| Contact cost | 100 index | 75 index |
How I assessed placements
Paid promotion
The definition, cost and downstream action of a target contact must be comparable. Look beyond averages to volume, quality and how cost changes as spend increases.
Creators and special projects
Connect placement statistics to tagged visits and site behaviour. Combined reach describes scale but is not a count of unique people without deduplication.
Connecting the result to my actions
Retain baseline data and a record of campaign changes. A randomised test helps assess a factor. When comparing periods, account for seasonality, offers and other changes affecting cost.
Conclusions
The business decision
At equal spend, a 25% cost reduction yields roughly one-third more contacts. The calculation assumes stable quality and scalability. Check downstream conversion as well to assess business value.
The approach at a glance
- Defined the target contact before comparing campaigns
- Tested combinations of audience, offer and format
- Worked across paid promotion, creators and special projects
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