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Comment by richardfeynman | Hacker News Reader

@paras - I worked at Optimizely in the early days and led online marketing there from 2012 - 2016. I remember seeing your team copy our SEM strategy, so I added Hindu gods (shiva, vishnu, et al) to the UTM query params in our ads for your guys to dissect / get a laugh from.

Congrats on the exit. really nice to see.

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As a fellow marketer I've totally done similar stuff to send messages to whomever is digging through their utms.

More usefully though, you can learn a shocking amount about a company from their utms and event data.

this guy gets it.

I haven't dug into this much--out of curiosity, what do you think are some of the most useful things you can learn?

Most importantly, you can often find out WHY a campaign exists with stuff like utm=small-biz.

If they’re a competitor, congrats, you just found a potential niche you may have overlooked. If you look at what events they send to their analytics, you can uncover what they know and don’t know about app usage or ad performance.

How does one copy SEM strategy? How do you reverse engineer based on ads and utm_tags? How do I even know that you are doing it right so it's worth copying?

I good with API docs and weird bugs but this is beyond me.

Haha, I'll ask around if they ever figured out the query parameters :)

wanna join Rezi? we dont have a marketing team but get 4K signups a day

Friendly heads up that some thumbnail in your landing page are not loading. Specifically the ones that link to the sample resumes for a given title. The one for CTO and the one for compliance coordinator failed to load.

thanks for this kind offer, but i'm working on something else.

Physics, no doubt.

Are you hiring engineers? I would love to join.

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