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Advanced Growth Marketing 101 by Brian Ritchie

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Understand the key levers of Growth and a Framework that helped deliver results for goCatch - A Taxi App Company and their fight for market share against Uber

Publicado en: Marketing

Advanced Growth Marketing 101 by Brian Ritchie

  1. 1. ADVANCEDIGROWTHI BY BRIAN RITCHIE I HTTP: //BR| ANR| TCH| E.ME
  2. 2. BRIAN RITCHIE I grow companies. rapidly CMO — VEIN/ AppX/ ise Total Companies scaled for growth: 4+ Total Valuation post involvement: USD $170M Industries : Transportation & Travel. Media & Entertainment. Marketing & Advertising. Fashion. Finance & Banking. Operational Research. Construction http: //brianritchie. me
  3. 3. GROWTH HACKING
  4. 4. Good marketers think marketing, great marketers think growth BRIAN RITCHIE
  5. 5. Growth Plane Advertising PR User Marketing Technology Data Layer Experience Operations Finance
  6. 6. - _/ r rm: -3 . '« . »., .. ... ' . ..-, u(. .7.i. {~ um ’ l: L,iAiHli‘4IIt: " 1: 2-. =- .
  7. 7. Let's FACE it Ii TIT 7‘ TE most ofus can relate in one way or another The Company The Brief The Tools Local Startup with Funding - FIX EVERYTHING ll! - MySQL DB Transportation/ Service - Next round kicks off in 3 - Channel Ad Campaigns Connector App months - Qlikview - Not End to End/ No Reaching end of runway - Missed targets need to be SSoT Acquistion focused achieved - Overpriced Email Marketing Marketing - Spend as little as possible Solution
  8. 8. GROWTHFRAMEWORK FORGET 10. LETS FOCUS ON 1
  9. 9. Repeatable Reliable
  10. 10. 17% 43% Completed Rides T _ , , , Churn Rate Funding Round Closed Completed Rides per passenger % Marketing Spend 2 % Customer Lifespan
  11. 11. TART
  12. 12. The Funnel er All Growth Activites l««“ll. ._JT57»T tat into this Funnel a All Marketing : ifC>tlS ‘/ /IlJk_E: ‘—h fall into this Funnel «+1 This Funnel iratjkable — inc to end
  13. 13. THE FUNNEL Acquisition Activation Retention Repeat Conversion . ‘ . . 1st Touchpoint - Registration . - Conversion Referral
  14. 14. THEREIS ONLY MICRO N M R «e are iniluenceo‘ by a series of triggers a lrnnulse is a tipping point reaction «+1 Focus on the triggers
  15. 15. YOU (User) (K -, /' Intrinsic Extrinsic ' ’ I/ i/ ; Need Desire . i r. ./ Pain 2 Antidote Research - Mothodical - Trusted l—/ -‘ Trusted l , , . - Im ulsive - _. Advisors / Sources P — — - Humanistic -“_/ L,‘ Compareeg V - Analytical - / ‘
  16. 16. YOU (User) (K Intrinsic Extrinsic / " xlr I Need Desire / LET'S GET 1/ .[ET. A. / . Antidote Res. ‘ hodical - Trusted l—/ -' Trusted _ l , _ Advisors / Sources ' Impulm ' — T7 - Humanistic -“_/ L,‘ Compareeg xv - Analytical - / ‘
  17. 17. THE FUNNEL Acquisition Activation Retention Repeat Conversion . ‘ . . 1st Touchpoint - Registration . - Conversion Referral
  18. 18. THE FUNNEL Acquisition Activation Retention Repeat Conversion . ‘ . . 1st Touchpoint - Registration . - Conversion Referral
  19. 19. 03 ' — CENTER THE U1 TAG THE ELEMENTS ’ - There are 2 kinds of Analytics J ' - There is only one user - Focus on the user
  20. 20. Play Physical Social Personal Work Networks Taste Shopping Digital Background : -/ Current/ Future E t rt , t Info Social Functional Financial n e ammen Sources pressure Needs Keeping Up Operational
  21. 21. CENTRICITY Timeline Ci—
  22. 22. QUICK RECAP WHAT TO KEEP IN MIND . - “I. u s . T '1' . . 0 . _ _ ~‘~$ s} , . The Basic Funnel Micro vs Macro Activities User-Centric Analytics
  23. 23. SEGMENT THY SEGMENT THY STATS - There are statistics and Dashboard - Ti’iCfl, there is segrhehted statistics - Segrheht yeur statistics
  24. 24. USER BEHAVIOUR / Location Acquisition Source
  25. 25. MULTIVARIATE USER PROFILE i Location Activity Time Acquisition Source Devices
  26. 26. - Let's Focus
  27. 27. Perth AS A FUNCTION OF How do users behave ? cm. I‘ Ca. -s '0AV‘. ‘. AUSTRALIA Q B‘ s: ,:‘— 8,040, Act .1-dc Canberra V2 : o.. rre
  28. 28. AS A FUNCTION or Frequency of Use (Rides) Number of Users
  29. 29. As A FUNCTION or DIFFERS BY SEGMENT
  30. 30. AS A FUNCTION OF SYDNEY Tui-quantum. - . » u p v / / / MELBOURNE CANBERRA PERTH BRISBANE LIFESPAN VARIANCE
  31. 31. MOVE THE HISTOGRAM - Net all Users are the same o Thus het ail activities are the sarrie - Thihk bread strekes
  32. 32. Move the HISTOGRAM - The Basic Funnel - Micro vs Macro Activities - User-Centric Analytics
  33. 33. SLIC1-'. ' OF HISTOGRAMPI1-'. ' Users who Signed Up and Continue to Engage Users who Signed Up. Engaged Frequently & Stopped Users who Signed Up Engaged Once/ Twice & Stopped Users who Signed Up and Never Engaged
  34. 34. SLICE OF HISTOGRAM PIE‘ . . _ . . Users who Signed Up and Continue to Engage Users who Signed Up. Engaged Frequently & Stopped Users who Signed Up ° 0 0 0 0 Engaged Once/ Twice& : G I‘ O W t h Stopped (same cohort) Users who Signed Up and Never Engaged 60..
  35. 35. SLICE OF HISTOGRAMPI1-'. ' ‘ . . . . Users who Signed Up and Continue to Engage Key Questions Users who Signed Up. Engaged Frequently & Stopped - What is the Customer Acquisition Cost? Users who Signed Up ° 0 0 0 0 Engaged Once/ Twice & . what has the User swpped Journey been ? Users who Signed Up and Never Engaged €000
  36. 36. X/ hy ? Users who Signed Up Engaged Once/ Twice & X/ hat Contributed to this ? Stopped What can we do about it ?
  37. 37. Users who Signed Up and Continue to Engage o Customer Acquisition Cost Users who Signed Up. Engaged Frequently & Stopped o User Journey Users who Signed Up Engaged Once/ Twice & Stopped Which segment delivers most value over timeframe ? Users who Signed Up and Never Engaged —>
  38. 38. GROWTH IS SIMPLE MARKETING DONE BETTER THIS IS WHY GROWTH IS INTERESTING so the next time someone asks
  39. 39. O&A ahd Thank YOU http: //brianritchie. me http: //slideshare. net/ brianritchie . . brianritchie _ esqbrianritchie

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