Download - Marketing's next phase: Growth Hacking


THE GROWTH HACKERModern Day Marketing


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.


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


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.


WHAT IS A GROWTH HACKER

Definition: An Agent of Change*Andrew Chen

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


Definition: Recency of Expression

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


http://www.google.com/insights/search/

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



The Discipline




SOME CASE STUDIES

Deliverables

Scalable Repeatable Sustainable



Deliverables





THE NUMBERS THAT MATTER

Deliverables

Awareness

Acquisition

Activation

Retention

Referral

Revenue

AAARRR!!

*Dave McClure



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



Delivering AAARRR!!

Sign up -40%

A. Original

B1. Simplified

C. Emotional

B2. Simplified

Social




MAKING PREDICTIONS

Drivetrain Approach

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



Modelling Our Knowledge

Comedy Buy T

SF 2.13%

RC 0.5%

RomCom Buy T

SF 0.05%

C 12.22%



Beware The Near But Shallow Maxima

Your enemy to true optimisationThe local maxima




HOMEWORK



1. UNLEASH THE PIRATES!



2. UNLEASH THE MODELS!



3. UNLEASH THE ACCOUNTANTS!



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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


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

mailto:[email protected]