© 2012 MassMedia Studios. Commercial in Confidence. 1

© 2012 MassMedia Studios. Commercial in Confidence. 2

THE GROWTH HACKERModern Day Marketing

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Today

» Why drive more value back to our businesses

» What is a growth hacker

» The number’s that matter

» How we use the numbers

» Homework

© 2012 MassMedia Studios. Commercial in Confidence.

MassMedia Studios

A full service digital agency that specialises in relationship marketing using a unique blend of strategy, creative and technology to attract, understand and engage.

© 2012 MassMedia Studios. Commercial in Confidence.

We’ve built relationships for some of the worlds best brands:

© 2012 MassMedia Studios. Commercial in Confidence.

© 2012 MassMedia Studios. Commercial in Confidence.

WHY DRIVE MORE VALUE

73% CEOs - “Marketers Lack Credibility”*Fournaise Group 15 June 2011

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework8© 2012 MassMedia Studios. Commercial in Confidence.

© 2012 MassMedia Studios. Commercial in Confidence. 9

WHAT IS A GROWTH HACKER

Definition: An Agent of Change*Andrew Chen

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework

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Definition: Recency of Expression

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework11

© 2012 MassMedia Studios. Commercial in Confidence.

The Discipline

Traditional Marketing Growth Hacking

Qualitative research A/B & multivariate testing

The big idea Hypothesis

The creative campaign The Minimum Viable Product (MVP)

Campaign planning Validation/iteration

Channel planning Scenario modelling

Eye balls User behaviour

Believe Understand

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework12

© 2012 MassMedia Studios. Commercial in Confidence.

The Discipline

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework13

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SOME CASE STUDIES

Deliverables

Scalable Repeatable Sustainable

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework15

© 2012 MassMedia Studios. Commercial in Confidence.

Deliverables

Scalable Repeatable Sustainable

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework16

© 2012 MassMedia Studios. Commercial in Confidence.

Deliverables

Scalable Repeatable Sustainable

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework17

© 2012 MassMedia Studios. Commercial in Confidence.

Deliverables

Scalable Repeatable Sustainable

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework18

© 2012 MassMedia Studios. Commercial in Confidence.

© 2012 MassMedia Studios. Commercial in Confidence. 19

THE NUMBERS THAT MATTER

Deliverables

Awareness

Acquisition

Activation

Retention

Referral

Revenue

AAARRR!!

*Dave McClure

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework20

© 2012 MassMedia Studios. Commercial in Confidence.

Delivering AAARRR!!

Awareness Acquisition Activation Retention Referral Revenue

Potential reachNew site visitors

SEM CTRRetention rate (r)

+ve brand mentions

ARPU

Brand recognition

Email list Email CTRCLV = (profit per cycle) * (r / (1 + i - r))

NPSCLV (customer lifetime*ARPU)

SERP rankingsSocial connections

Sign up form Cohort analysis # content shares

CPA (should < CLV)

Inbound links App downloadsSeasonal promotion

Customer service

% member get member sign ups

Voucher redemption

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework21

© 2012 MassMedia Studios. Commercial in Confidence.

Delivering AAARRR!!

Sign up -40%

A. Original

B1. Simplified

C. Emotional

B2. Simplified

Social

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework22

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© 2012 MassMedia Studios. Commercial in Confidence. 23

MAKING PREDICTIONS

Drivetrain Approach

1. Objective 2. Levers 3. Data 4. Models

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework24

© 2012 MassMedia Studios. Commercial in Confidence.

Modelling Our Knowledge

Comedy Buy T

SF 2.13%

RC 0.5%

RomCom Buy T

SF 0.05%

C 12.22%

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework25

© 2012 MassMedia Studios. Commercial in Confidence.

Beware The Near But Shallow Maxima

Your enemy to true optimisationThe local maxima

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework26

© 2012 MassMedia Studios. Commercial in Confidence.

© 2012 MassMedia Studios. Commercial in Confidence.

HOMEWORK

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework27

© 2012 MassMedia Studios. Commercial in Confidence.

1. UNLEASH THE PIRATES!

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework28

© 2012 MassMedia Studios. Commercial in Confidence.

2. UNLEASH THE MODELS!

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework29

© 2012 MassMedia Studios. Commercial in Confidence.

3. UNLEASH THE ACCOUNTANTS!

Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework30

© 2012 MassMedia Studios. Commercial in Confidence.

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Today

» Why drive more value back to our businesses

» What is a growth hacker

» The number’s that matter

» How we use the numbers

» Homework

© 2012 MassMedia Studios. Commercial in Confidence.

Let’s Talk.

Adam Quirk

Managing Director

MassMedia Studios

direct: +61 2 9024 2660email: adam.quirk@massmedia.com.auweb: www.massmedia.com.auphone: +61 2 9211 4344  fax: +61 2 9211 6566