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Care.com

How Care.com Saves Hours With a Modern Tech Stack

Available in more than 20 countries, Care.com is the world’s leading platform for finding and managing high-quality family care. Care.com is designed to meet the evolving needs of today’s families and caregivers, offering everything from household tax and payroll services and customized corporate benefits packages covering the care needs of working families, to innovating new ways for caregivers to be paid and obtain professional benefits. Since 2007, families have relied on Care.com’s industry-leading products—from child and elder care to pet care and home care.

Challenges

Care.com needed a modern data structure so its marketing systems could keep up with the company’s rapid growth, says Matthew Naturman, Care.com’s Associate Marketing Manager for Lifecycle Marketing. 

Its “Frankenstein” collection of platforms – for marketing email, transactional email, mobile app and push notifications, SMS, personalization testing, business intelligence (BI) and data storage – was inefficient, requiring too many workarounds to pass data and insights from one platform to another.

Care.com had three major priorities:

  1. Invest in journey mapping its user experiences, replacing time-consuming manual processes with streamlined data and automated journeys.
  2. Test and analyze data quickly and use those insights to create and optimize new marketing programs
  3. Make greater use of its data sources without relying on its data engineers.

Solutions

Care.com replaced its stand-alone messaging platforms with Iterable, for marketing and transactional emails, app/push/SMS and testing, and Amplitude for user analysis and reporting, and measuring engagement. This gave the operations team the full picture of their customers’ experience with the Care.com marketplace platform.

The Care.com team used its revamped tech stack to launch dozens of new testing programs, email journeys and data initiatives, including these:

  • Set up journey mapping on key events, such as tracking caregivers from the job search through the subscription purchase and comparing behavior based on email activity.
  • Tracking abandonment activity and using that information to switch marketing efforts, such as abandonment reminders.
  • Set alerts in Amplitude to monitor Iterable campaigns to quickly detect unexpected changes in key metrics like abandonment email triggers or conversions.
  • Launched dozens of new experiments, such as the optimal sending order of email and push notifications for abandonment. 

Results

Adding Iterable and Amplitude to the tech stack enabled the team to journey map across channels, and continually optimize based on user behavior. The team also found efficiencies all through its various programs, from testing and optimization to campaign development and management, reporting and data tracking and analysis. 

Care.com has been able to scale up its operations without adding more human or tech support. These are some of the benefits Care.com has realized so far:

  • Pairing member engagement with messaging on the platform helps the team  understand how marketing efforts affect user engagement
  • Alert system highlights problems quickly for fixes that have reduced abandonment and conversion losses.
  • The team now has a deeper understanding of care-seekers and caregivers through email and web activity.
  • An expanded testing program optimizes messaging all through the customer journey for higher conversions.

“I now spend less than five minutes pulling the data for my sites on a weekly and monthly basis. The rest of the time, I focus on actually understanding the customer behavior. These tools save time in the long run and allow your team to create the best experiences for your customers.”

Matthew Naturman
Matthew Naturman
Associate Marketing Manager, Lifecycle Marketing @Care.com

Results

Deeper understanding of customer behavior

Faster testing and optimization

Scaled operations without additional engineering support

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