Apartments.com

Casey Winters built a cost-per-lead framework across Apartments.com's acquisition channels. At Apartments.com, Winters compared SEO, affiliate, email and paid search on a common cost-per-lead basis. That gave one yardstick for judging channels that otherwise work very differently.

The source gives no cost-per-lead figures or channel results.

Subversive

He studied why visitors didn't convert and why they chose Craigslist. Winters looked at the reasons people left without converting and what drew them to Craigslist instead. The aim was to understand the competing behavior, not only to optimize channel spend.

The source does not describe the research method or what he found.

Subversive

Side businesses gave Winters early visibility with the CEO. He worked on side businesses at Apartments.com, including a site meant to compete with Zillow and Trulia. Those projects gave him early exposure to the CEO.

The source does not say how the competing site performed.

Subversive