Haven Life Head of Acquisition's Philosophy on TV? It Powers Growth

Haven Life seeks to grow its business by serving Millennial parents, which reportedly is having 9,000 children per day. It’s also backed and wholly owned by MassMutual, giving it access to data and resources most direct-to-consumer (D2C) companies would love to have.

Haven Life uses data and data science to help inform their marketing decisions. This includes deciding which channels to dial up or down and building custom audiences. Fortunately, this structure allows them to move faster than most of their rivals, enabling a relatively quick approach to testing, learning and scaling.

And like so many D2C companies, growth is Haven Life’s top objective, utilizing TV advertising, social and affiliate marketing to scale, but it took time to figure out the right combination of channels and spend.

A year ago, Haven Life was trying to figure out how to leverage TV to fuel growth and worked with its data science team to develop insights that would help in targeting. Now, Haven Life has the capability to do with TV many of the things advertisers expect from search and social and indicates that TV does generate measurable results, without divulging specific campaign outcomes.

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