Case Study: SurveyMonkey achieves 150% increase in customer lifetime value with Marin Software

SurveyMonkey Increases Customer Lifetime Value by 150% for Key International Campaigns

SurveyMonkey, the leading web-based survey provider, needed a better way to measure and optimize paid search performance across three paid account types (Select, Gold, Platinum) and multiple international markets. Relying on a single CPA metric treated all conversions equally, making it hard to capture differing customer lifetime values (LTVs), scale campaigns abroad, and manage over one million creative assets and A/B tests across geographies.

By adopting Marin Software’s dynamic revenue model, geo-targeted bidding folders, and global publisher integrations, SurveyMonkey assigned LTVs to each account type, automated revenue-maximizing bids, and scaled campaigns into new markets (including Yahoo! Japan). Marin Dimensions and A/B Testing rolled up creative performance and auto-identified significant winners, enabling faster optimization—results included a 150% increase in LTV for key international campaigns, doubled international spend, and a 40% reduction in campaign management time.

SurveyMonkey

Gallant Chen

Director of Online Marketing