iSearch ALPHA Camp - 用數據建立行銷成功方程式

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http://www.alphacamp.tw/

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<ul><li> 1. !BernardChan2014.10.08</li></ul> <p> 2. 2 3. Agenda Data Driven Marketing Future &amp; Trends 4. ProductAd TechGrowthBernard 5. 5 6. 10 MARKETING &amp;GROWTH6WEBDEVELOPMENTiOS APPDEVELOPMENTMobileAppFull Time Full Time Part Time 7. | Alvin Woon | Frank ChenJon MyersMorgan Brown | Brian Yang | Gso TsengHyon Ho SonSal Matteis | Toni Tang| Jose LinRaphael Cohen 8. Roger ChenShingo Murakami| PK Lin340 / Mentor 9. 8 / 45 100% !!!AppWorks Batch #9!!!NTD 200,000 !! 10. Data Driven !Marketing 11. Source: http://www.slideshare.net/randfish/strategic-web-marketing 12. BannerSearchSource: http://www.slideshare.net/randfish/strategic-web-marketing 13. Source: http://www.slideshare.net/randfish/strategic-web-marketing 14. Banner / Content / SEO / SEM /Social / MobileRetargeting Banner / Content /Social / Email / MobileSource: http://www.slideshare.net/randfish/strategic-web-marketing 15. Markets challenge 16. 1) Deciding what to use2) Integration 17. Data becomes you guide 18. Goal Driven 19. STEP 1!Identify success!formula / metrics 20. 19Formula - three levels1.Business!!2. Product!!3.Marketing 21. Business level 22. | E-commerce: VCARX X Avg Order Value = Revenue21Business level - VisitsConversion perVisit 23. 22Business level - | Digital Media: PAYRVisitsCPM (Yield)No. of Ad Units perPage X XPageview= Revenue1,000Avg !Page/Visit X 24. Product level 25. 500Startup: AARRR 26. 500Startup: AARRRRETENTION 27. Chamath PalihapitiyaVP of Growth, FacebookGet any individual to 7 friends in 10 dayshttp://growthhackers.com/videos/chamath-palihapitiya-how-we-put-facebook-on-the-path-to-1-billion/ 28. Marketing level 29. Campaign: ROI 30. LTVCACLifetime ValueCustomer!Acquisition CostUser: 31. Lifetime Value Examples Subscription $!Avg contract / subscriber!Discount ratehttps://blog.kissmetrics.com/how-to-calculate-lifetime-value/ 32. 32LTV vs. CAC by segment (cohort) Segments i / j / k LTV(i) CAC(i) LTV(j) CAC(j) LTV(k) CAC(k) 33. Cohort Analysis 34. Cohort AnalysisActive (paying)!users(Version 1TimeVersion 2!core happycustomers100%50%Month 0 Month 6 Month 12 35. LTVCAC!! 36. LTVCAC!! 37. STEP 2!TestOptimize 38. 38Basecamp example: landing page 39. Revenue Per Visit: +17%25,000 visitors, statistical significance of 95%.Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/ 39 40. 40Movexa example: landing pageCopywriting 41. 41Tripstr example: adsCTR = 17% 42. 42Optimization is a never-ending process 43. Integration 44. 44Track everything! 45. 45Drive to single Goal 46. 46 47. FutureTrends 48. 1. Real Time Bidding 49. RTB 2012-13 growth75%% of ad spend19% 50. 1. Name your own Price2. Cross platform inventory3. Data driven delivery 51. Data made possible by Cookie 52. 2. Cookie is DeadSource: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/ 53. 53The future without cookie: Single Sign On (SSO)(Login cookie)Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/ 54. 54Android Ad IDThe future without cookie: IDIDFASource: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/ 55. The future without cookie: OthersEmail!MatchingDeviceRecognition 56. blog.alphacamp.tw 57. 2015 . 03 . 01 2015 h;p://www.alphacamp.tw30Startup/403 Startup 10 </p>

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