Growth meetup-q4-2014
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Transcript of Growth meetup-q4-2014
Why
Marketing Biz-Dev Produkt Sales Development
= Things we need to do (Tasks, Actions, Todos, Issues, Stuff on a Roadmap, …)
Why
Marketing Biz-Dev Produkt Sales Development
Conversionp!t!i!
m!i!z!a!t!i!o!n
SEO
Product MarketFit
AB-TestingMvp
Retention
Analytics
Big Data
Small Data
Apps & Stores
Nativ vs Web Storytelling
Buzzwords
Why
• Because i think the (online) marketing events/conferences, start up conventions, … are all way too far in the comfort zone.
• I’m not the only one.
• We must do better!
• Which should be easy …..
The truth no matter what!
Agenda• Intro and Orga Stuff - Franz Enzenhofer - 5 min
• Christof Hinterplattner - CEO at netdoktor.at & Digital-Head at Heute.at-Network - "lessons learnt building a digital media house from scratch”
• Short Pizza is here break of about 10 minutes.
• Franz Enzenhofer - Masterchief www.fullstackoptimization.com - "Lateral Problem Solving"
• Nicholas Trieb - COO Tourradar - “Activation to Retention to Revenue"
• Brigitte Schögler - Marketing Managerin www.wogibtswas.at - Marketing for Growth
Format• 20 to 25 min per talk. 5 to 10 min questions. 30 min max. 5 min
break
• Some german, some english!
• There must be questions.
• If nobody asks a question, i will pick the person which looks the most uncomfortable, and he/she must ask a question. I mean it!
• This is not another feel good marketing “event”.
• No networking
Sponsor
• They are a Co-Working Space
• They are cool.
• Check them out.
• http://www.stockwerk.co.at/
One more thing
• Smoking kills!
• It really does!
• But I think you know this already.
• If you go outside for a smoke, please be quiet (no party) as the neighbours could start trouble for this awesome co-working space.
Franz Enzenhofer
• masterchief full stack optimization
• the SEO agency to end all SEO agencie
• orga. viennajs - austrias biggest (and best) dev. meetup
knowledge• data, facts, figures
• information
• analysis
• framework (a way to think about)
• tasks
• roadmap
• …
• …
data, facts, figures, information, knowledge
• a/b testing
• multivariant testing
• (google) analytics
• big data
• user studies
• crazy egg
• …..
• SEM tests
• landingpage tests
• whole site testing
• product tests
• test campaings
• market research
Goal (Choose one)
• 1) Build a sustainable business!
• 2) Build an easy to describe geometrical shape!
the mind
• Our mind is a self maximising patter making system.
• In such a system information available at any moment is always arranged in the best (most stable) way.
• The sequence of arrival of information determines the way it is to be arranged.
• The sequence of arrival of information determines the way it is to be arranged. !
• “Old” Information becomes a model of thought!
• -> at some point we make less than the best possible use of the available situation.
• We get stuck!
Insight Restructuring
new information
model of thought
We must be ready to restructure our model of thought based on new information!
how? to act upon• a/b testing
• multivariant testing
• (google) analytics
• big data
• user studies
• crazy egg
• sombody with prior different experience
• SEM tests
• landingpage tests
• whole site testing
• product tests
• test campaings
• market research
Decision making
• Data driven decision making!
• Insight driven decision making!
• Insights should be driven by data!
How!• 1) Always start with hard, cold,
unforgiving data!
• It’s a great way to get rid of “personalities”!
• There is no inconclusive data!
• Data is just data!
• The conclusions are all ours.
Filedrawer Effect (Publikationsbias)
• i.e.: AB test, do not only look at the “winners”. Most of the time the “losers” tell you even more!
2) Use data for it’s provocational value!
• Some use humour, too.
• I’m better with provocation.
• Anything that produces emotions will do.
3) it’s the best
• Treat the new information as something great!
• Make is sound (comically) positive!
• Speculate what this means with the deep unquestioned understanding that everything is and always will be awesome!
• Make (absurdly) positive assumptions!
4) be cautious
• everything is crap now!
• see only the negative side!
• the glass is not half full, it’s empty
• and broken
• and was ugly all the time anyway!
5) creativity• What would you do if you have unlimited money?
• What would you do if you have unlimited time?
• What would you do if you have unlimited resources?
• What would you do if you could start from a blank?
• What would you do, just because?!
• X Alternatives, no matter what! (x>2)!
• Are the resources really the bottleneck?
6) act
• act on the insights that 1 to 5 gave you
• going with the obvious choice is an option, but only after considering alternatives.
• non action is an option, but only if it is an active choice.
7) make it a process
• or an institution
• or a requirement
• because: getting stuck sucks much more than having another process!
Insight > IterationQuestions?
Note: i might not have the answer!
[email protected] https://twitter.com/enzenhofer