digital marketing framework & hacking beyond it : saptarshi roy chaudhury
TRANSCRIPT
Digital Marketing Framework & Hacking Beyond it
Saptarshi Roy Chaudhury
@rishi3211us
VP- Marketing [x]cube LABS
What A MARKETEER WANTS
@rishi3211us
Acquire : Acquire new users / customers Engage : Ensure they engage with the brand Retain : Want them to keep coming back Revenue : Ensure there is revenue generation Referrals : Want them to send you more customers
A A R R R!
@rishi3211us
THE PIRATE METRICS By Dave McClure
Acquisition > Activation > Retention > Revenue > Referral
SEO
Paid Search
Emails
Banner Ads
SMS
Mobile Ads
Newspaper
Radio / TV
OOH
Social Media
Affiliates
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AARRR – AS AN ACTIVITY FRAMEWORK
Acquisition Activation Retention Revenue Referral
SEO SEM Social Media PR TV Ads Affiliate programs Email campaigns
Content Product Features Subscription etc
Retargeting Email Campaign Content Events Offers Gamification
Conversion Optimization Product/ Service Improvement Pricing Offers & Discounts
Virality Incentivization Branding
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AARRR Metrics
Acquisition Activation Retention Revenue Referral
Identify Metrics You Want to Measure Under Each of these Heads
ASK QUESTIONS
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ACQUISITION Metrics
@rishi3211us
Which channels are driving the most volume ? Which campaigns are driving the most traffic ? Which Ads are working ? Which channel has the lowest cost per acquisition ?
CREATE YOUR OWN LIST OF QUESTIONS
ACTIVATION Metrics
@rishi3211us
What percentage of your total acquired users are getting activated Which activation mechanics are working best
CREATE YOUR OWN LIST OF QUESTIONS
Retention Metrics
@rishi3211us
Returning user percentage ? Which retention activity has the maximum reach ? Which retention activity has the maximum effectiveness ?
CREATE YOUR OWN LIST OF QUESTIONS
Revenue Metrics
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What percentage of your users convert to revenue generating customers ? What’s your Avg. Revenue per User ( ARPU) Which channels are driving the maximum revenue ? Which channels are ROI positive ? What’s Your Life Time Value (LTV) for a customer ?
CREATE YOUR OWN LIST OF QUESTIONS
Referral Metrics
@rishi3211us
CREATE YOUR OWN LIST OF QUESTIONS
What percentage of active users are referring new users ? Avg. Number of Referrals / user ? Which Referral incentives are working best ? Effective cost per acquisition ?
HOW IT HELPS
@rishi3211us
Structured thought process - under each segment you can plan the activities you need to do Better Measurement - You know what to measure under each segment and know what they mean Easy to identify broken pieces and fix them
Some Case Studies on Fun Marketing Stuff
& Hacking Beyond It
Thank You Page Avg. Time on Site Exit %
Page 1 00:00:16 100%
Page 2 00:00:44 68%
Page 3 00:03:02 35%
GETTING MORE OUT OF A THANK YOU PAGE
Cost of 30 sec. Ad Spot in Super Bowl 2013 : $4 Million
Be Alert - Time it Right !
15000 Re-tweets Followers Increased
by 8000
20000 Post Likes Followers Increased from
2000 to 36000
REAL TIME MARKETING
Piggyback
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LEVERAGE PLATFORMS
Strategy Process Discipline Hard Work
Creative Hack Experiment Social
ANALYTICS
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