acrobator managing partner bas godska at "marketing of e-shops and e-services" in almaty,...

BAS GODSKA .18 years of experiencein digital marketing.

Apri l - May, 2015

W H O I S T H AT« D I G I TA LD U T C H M A N » ?

• #1 foreign business angel in Russia/CIS*

• Managing partner of consulting firm Acrobator.com

• Former Chief Marketing Officer of more than 10 global and CIS companies

*According to East-West Digital News, www.ewdn.com

T H E U N I V E R S A L D I G I TA L M A R K E T I N G F O R M U L AB Y B A S G O D S K A

3

C - Context Advertising

A - Affiliate Marketing

S - Search Engine Optimization

H - Human Interaction

C - Commercial Creativity

O - Optimised Site Usability

W - Web Analytics

B - Brand, PR

O - Online Communities, Social Media

M - Mobile, Meta-search

B - Banners, Display Advertising

E - Email Marketing, CRM

R - Retargeting, RTB

more than $2 billion dollarsThe C.A.S.H.C.O.W. methodology has generated

for 100+ companies

"DO ONE THING EVERYDAYTHAT SCARES YOU"

Theodore Roosevelt

A C R O B AT O R V E N T U R E S

5Bas Godska. 18 years of experience in digital marketing.

Acrobator and Bas Godska invest in companies in the sectors of eСommerce, digital media, marketing and mobile. The venture portfolio comprises more than 30 companies. Its value increase based on the latest investment rounds exceeds 210% annually.

O U R PA S S I O NH A S A LW AY SB E E N T O H E L PO T H E R C O M PA N I E S B O O S T T H E I RG R O W T H .

A N E X P E R I E N C E D M A R K E T I N G L E A D E R

7Bas Godska. 18 years of experience in digital marketing.

LAMODA.RUPushed a Russian fashion startup from zero to leadership in less than 6 months

MYTHINGS.COMAttracted >$1 billion in sales for dynamic banner personalization technology. Oversaw myThings operations from Russian market entry to leadership

ENTER.RUDrastically lowered CPO through omnichannel customer acquisition yet achieving triple digit growth

LASTMINUTE.COMAchieved nearly 1000% growth in 3 years for the Benelux business

KUPIVIP.RUDoubled Russia's leading shopping club member base to 10 million members whilst cutting acquisition costs by 50%

EBOOKERS.COMMatrix-managed a nine digit marketing budget and multicultural team across thirteen countries in a $1 billion+ firm

GLORIA JEANSIntroduced digital thinking from scratch into a privately owned, offline Russian $1 billion company

100+ companies implemented ourbest practice

OZON.RUManaged to maintain forecasted growth kpi in spite of Russian economy nosedive (2008)

"TO IMPROVE

TO BE PERFECTIS TO CHANGE;

IS TO CHANGE OFTEN"Winston Churchill

A L I T T L E A D V I C E T O E N T R E P R E N E U R S

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• If you don’t have it, understand ROI mindset (eCPO) asap

• Monitor CPA fraud, protect your online brand

• Have SEO set up well

• Track, track, track!

• (Metrics 2.0: multi-channel attribution and LTV)

• Worship email / CRM – your gold mine for low cost acquisition long term

• Tag management, site speed, USABILITY!

• RTB and data are here: The Guy With The Most Data Wins (when used right)

• Test mobile

• Innovate, be creative!

Bas Godska. 18 years of experience in digital marketing.

A L I T T L E A D V I C E T O E N T R E P R E N E U R S

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• Context - Test facebook context advertising.

• Affiliate marketing - Use it, aim for CPS and carefully start with CPO/CPL with good fraud monitoring; stretch your hold period for a no cure no pay credit line.

• SEO - Don’t pay for brand traffic; get commercial terms optimized.

• Human Interaction - Try tools for shared screen and offline tracking; get excellent process in place for issue fixing; see you call centre as a profit centre; never forget the ‘personal touch’.

• Commercial Creativity - Explore biz dev opportunities, additional revenue streams like media sales or infrastructure monetization; white label integration, humour!

• Optimised Site Usability - Check your site in all browsers (e.g. browsershots.org); expect only longtail conversion improvements in your conversion funnel.

• Web Analytics - Get proper attention for conversion measuring; tracking all events in the funnel daily.

Bas Godska. 18 years of experience in digital marketing.

A L I T T L E A D V I C E T O E N T R E P R E N E U R S

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• Brand - Don’t think you and your customer base think identically 100%!

• Online communities / Social media - Try the STOCKLESS MEDIA-EQUITY SUBSCRIPTION RETENTION budiness model; use hashtags for research.

• Metasearch & Mobile - Think and breathe mobile! Use metasearch!

• Banners - Refresh banners often, at least every week; watch out for CPM fails; use animated gif, not flash; RF=2; restrict to relevant geography.

• Email marketing - Maximize subscriber acquisition; get RFM & triggered mails in place; try email dynamic remarketing; use your database optimally.

• Retargeting / RTB - Get working with DSPs (mythings, sociomantic); switch on Google remarketing.

Bas Godska. 18 years of experience in digital marketing.

L I S T O F T O O L S

12Bas Godska. 18 years of experience in digital marketing.

L E T T E R

С

С

А

O

S

B

M

E

W

H

O

B

R

Yandex Wordstat, Yandex Direct, Google Adwords (Google AdWords Keyword Tool), Efficient Frontier, Kenshu, Adsper, Omniture Search Center, K50, Calltouch

Just think outside the box!

Yandex Wordstat, Yandex Direct, Google Adwords (Google AdWords Keyword Tool), FastKeywords, Seopult, ahrefs.com, wbceo.com, seomoz.org, Яндекс.Вебмастер (Яндекс Тексты), allpositions ru, seobudget.ru

Use tagged links for offline & PR campaigns and monitor your brand-awareness through type-in and brand traffic

Google AdMob, Facebook, mail.ru, LPgenerator, Use best practice examples (i.e. Litres, Viber, Telegram). Meta-search: yandex.market, wikimart, torg.mail.ru

Mail Chimp, Unisender (for small companies), Expert Sender, GetResponse, Ofsys. External databases: subscribe.ru, directlist.ru CRM: Salesforce, Sugar CRM, 1C Битрикс

Google Analytics, YandexMetrika, YandexWebvisor, Kissmetrics, Optimizely

Platforms: actionpay, admitad, cpanetwork, myragon, Каванга, cityads, gdeslon, mixmarket, soloway Tools: Hasoffers, Tradedoubler

Crossss, SmartEngine, YandexWebvisor, Optimizely, BrowserStack, CrossBrowserTesting, LPgenerator

Krible, Jivosite

twitter “#” as a research tool, fb/vk/odnokl tools for making campaigns, ifttt for cross-posting

Google & Yandex Display Networks, Begun, Mail.ru, Getintent, Ibillboard

Mythings, Google & Yandex Remarketing, Soloway

L I S T O F T O O L S

13Bas Godska. 18 years of experience in digital marketing.

P I C K Y O U R T E A M W E L L

14Bas Godska. 18 years of experience in digital marketing.

B E A W A R E :

V E R Y O F T E N S U C C E S S C O M E S O N LY W I T H P L A N B O R C O R D . . .

15Bas Godska. 18 years of experience in digital marketing.

D O O N E T H I N G E V E R Y D AY T H AT S C A R E S Y O U,B U T M A N A G E R I S K S . . .

16Bas Godska. 18 years of experience in digital marketing.

W W W . A C R O B A T O R . C O M

T H A N K Y O U !

bas@acrobator.com

linkedin.com/in/basgodska

facebook.com/acrobatorcom

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" TA K E T H E B E S T

T H AT E X I S T S A N D

M A K E I T B E T T E R "Henry Rolls