Marketing's next phase: Growth Hacking
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Transcript of Marketing's next phase: Growth Hacking
© 2012 MassMedia Studios. Commercial in Confidence. 1
© 2012 MassMedia Studios. Commercial in Confidence. 2
THE GROWTH HACKERModern Day Marketing
© 2012 MassMedia Studios. Commercial in Confidence. 3
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
© 2012 MassMedia Studios. Commercial in Confidence. 10
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
© 2012 MassMedia Studios. Commercial in Confidence.
© 2012 MassMedia Studios. Commercial in Confidence. 14
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
© 2012 MassMedia Studios. Commercial in Confidence.
© 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.
31
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: [email protected]: www.massmedia.com.auphone: +61 2 9211 4344 fax: +61 2 9211 6566