On User Acquisition Department at Zorka.Agency, how UA team can help your business, top three ad campaign KPIs, and other, our Head of UA.

Karina Vasyukevich

Head of User Acquisition

Joined Zorka.Agency in May 2020.

Has seven years of experience in the digital industry. 

Started as an SEO specialist, got a promotion to a Senior position, and now she is the Head of UA. 

Before joining Zorka.Agency, she worked at the best contextual advertising agencies and the largest online media. 

Developed and taught a digital marketing course at the Institute of Business and Management at Belarusian State University. 

Her dream is to travel to the North Pole on a nuclear-powered icebreaker.

BA in Linguistics, Minsk State Linguistic University

WHAT IS YOUR ROLE AT ZORKA.AGENCY?

I am Head of the User Acquisition Department. I am responsible for all user acquisition processes within the company.

WHAT DOES THE UA TEAM DO AT ZORKA.AGENCY?

My team is dealing with a wide range of tasks that involve interaction with other teams.

When a client reaches out to us at the early stage and wants to run a marketing campaign, we help develop a media plan and comprehensive solution from a user acquisition perspective. 

When the project kicks off, we create a dedicated project team. We outline the best onboarding strategy, define main and additional traffic channels, and make creative concepts with our design team.

We analyze every campaign constantly. In the perfect world, everything runs as planned, but real life is full of surprises. Therefore, we analyze traffic and make data-driven decisions about which traffic sources to scale, seize or add. 

Market research is a major part of our work. Thanks to this, we added about 30 new traffic sources to our portfolio last year. We have direct contracts with them and dedicated managers who help us launch marketing campaigns.

HOW DOES ZORKA.AGENCY HELP CUSTOMERS ACQUIRE USERS?

When a client comes to us with a certain rate and prepared app monetization numbers, this is classic performance marketing. We get paid for a target action. When we focus more on a client’s needs, we get commissions. Our agency has gone far beyond performance marketing.

We are getting more and more cases when a client says: ‘I am launching a new product and want to expand to new markets. I have a thousand concepts to be tested and haven’t found a solution yet. You have the expertise, so let’s work together.’ It is hard to apply a rate-based approach when you are testing ideas, as you do not have any numbers yet. So, in this case, we work for commissions.

Generally, this can be any other marketing activities, including those that can be called ‘perfluence’. Using IM together with the PM has been gaining momentum lately. Here, at Zorka.Agency, we have an influencer marketing team with who we collaborate constantly. Recently, we have been handling web traffic too. This variety of marketing strategies helps us find the best solutions for our clients.

WHAT ARE THE TOP 3 MARKETING CAMPAIGN KPIs?

1. CPI (cost per install).
2. CPA (cost per action) for purchase or any other target action.
3. And as for gaming, it would be CPI rate with hard KPI to sign-up and/or CR to the first payment.

WHAT ARE YOUR HOBBIES & INTERESTS?

I love traveling. My husband and I have visited around 30 countries. I also like to attend concerts while traveling. I have been to Metallica, Rammstein, Bon Jovi, and others.

Also, I enjoy the history and history of art. If you want to know the difference between Monet and Manet, you know whom to call 🙂