<tweak geeks>

1© Pascal Fantou @pascalfantou http://q48.de

Get your body and brain ready… And say hello to the person next to you. And please say: I’m so sorry…

Conrobic - wake up!

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Pascal Fantou‣ Life

• married, 4 Kids (same wife, met my wife online in 1999) , Munich

• Background: IT, Marketing, Philosophy, systemic Coaching

• played high level German League Basketball

‣ Work • Growth Hacking / Data Driven Marketing

(Attraction, Conversion, Engagement, Retention)

• first Homepage in 1993

• Microsoft, Dt. Telekom, FOCUS, Scout24, Pro7, Beiersdorf, Audi, O2, Payback ...

• Speaker and Moderator (SMX, SEC, SES, imc, a4u, PubCon, Internet World, SEO Day, SEO Campixx ...)

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Exponential growth is often a result of a knowledge mixWhat is Growth Hacking?

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GrowthHacker

IT Marketing

Missing one part is crucial for future developmentThree parts of tomorrows CMO

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Growth

IT Marketing

Data

‣ Do my Cookies really work across devices?

‣ Which channel cannibalizes my TV spend?

‣ Can I trust the data I use every day?

‣ What will be my careers next step?

CMO Questions

well that’s interesting…Work of Todays Search Marketers

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Growth

IT Marketing

Data

Prepare for your new role by getting the info you would need and preparing the innovations you could do

Expand your Perspective

‣ Understand your Business Model

‣ Get the data and the mechanics outside of your home channel

‣ Expand your Classical Tools

‣ Automate to save time

‣ Get creative, play around!

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Actions

Strategy

Objectives / Goals

Mission

Strategy Map by Kaplan / NortonThe Companys Strategic Context

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Vision

Which projects and processes are getting us closer to our goals? Which are not?Who is in charge, who is working on it?

Which goals match our strategy?How do we know that we matched our goals?Which adoptions or KPI do we need?

What’s our core competence? How do we create value for our customers?Which milestones do we need to achieve?

Why do we exist? What do we believe? What are our core values?

Were are we going to? What could be an ideal future for us?

of a random e-commerce siteClassic Business Model

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Revenue

Conversion

Visitor

Growth of the KPI „total revenue“ is typically achieved in these two areas

We want more Revenue

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more revenue

Conversion

more Visitors

more revenue

better Conversion

Visitors

the main growth areas are connected to to a positive overall user experience with connected units

Todays growth fields

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more revenue

Conversion

Returning Visitors becoming

evangelists

more revenue

Conversion

Word-of-Mouth Visitors

Use the Technology Adoption Curve to explain how new technologies are adopted

Where is your product / company?

12Innovators Early Adopters Early Majority Late Majority Laggards

The C

hasmEarly Market

Crossing the Chasm

Mainstream Market

Late Market

Did you know your preferred Mobile Operating System can can tell something over your relation history?

and Data…

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okcupid combined data analysis with online PR to get reach Data can be sexy

14http://blog.okcupid.com/index.php/dont-be-ugly-by-accident/

Orders are down? Why? email provider blacklist! The time to track down the real issue went down from around 2 weeks to 4-8 hours. In 2005.

Data Analysis pays the bill.

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You will only have success when your IT cannot fool you. And they will try. So do your homework.

Get your technical skills ready

‣ JavaScript

‣ Regular Expressions

‣ APIs

‣ Browser Automation

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is a so called Scripting Language meaning it will only be processed, when the script arrives in the browser

JavaScript

‣ Examples • window.alert("Hello World"); • var confirmed =

window.confirm("Please confiirm"); • /* Comment */

‣ Important: • JavaScript: Browser (mostly, apart

from node.js) • Java: Server (mostly, apart from

Applets, Apps)17

Is a kind of Macro written in JavaScript and can be called as a Bookmark in your browser

Bookmarklets

‣ Beispiel: Wikipedia Nachschlager • javascript:Qr=document.getSelection();if(!Qr)

{void(Qr=prompt('Search:',''))};if(Qr)location.href='http://en.wikipedia.org/w/index.php?search='+escape(Qr);

‣ Installation • Add a new Bookmark / Favorite. • Choose a name. • Copy the Code Snippet into the URL Field.

‣ Use it, Adopt it • Select a word on any website with your mouse. • Click on the new Bookmark. • Wikipedia will show his entry. • And now think of your own repeating tasks and adopt.

18http://en.wikipedia.org/wiki/Bookmarklet

So use it to do your recurring tasks…JS is used in Adwords Scripts

function main() {

// High Impressions + low CTR

var keywordIterator=AdWordsApp

.keywords()

.withCondition("CampaignName CONTAINS '#'")

.withCondition("Impressions > 1000")

.withCondition("Ctr < 0.0005") // 0,05 % CTR

.forDateRange("LAST_30_DAYS")

.orderBy("Clicks DESC")

.get();

while(keywordIterator.hasNext())

{

var keyword=keywordIterator.next();

keyword.pause();

keyword.applyLabel("AutoPaused: HI-LC");

}

}

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A regular expression, (RegExp or Regex) often called a pattern, is an expression used to specify a set of strings required for a particular purpose.

Regular Expression

‣ Characters • . Matches any single character • /d only numbers

‣ Quantification • ? zero or one time {0,1} • * zero or more times {0,} • + one or more times {1,}

‣ Alternatoren und Verneinung • | or • ^ not the following pattern

‣ Groups • ( ) Result • [ ] Group of Chars • { } Length

20http://en.wikipedia.org/wiki/Regular_expression

They are needed to select and separate data streamsRegexp Examples

‣ i.e. Filter rules in Google Analytics

‣ Log File analysis

‣ E-Mail Rules

‣ http://regexper.com/#%2Fbb%7C%5B%5Eb%5D%7B2%7D%2F

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is a way that machines can talk to each other with some standard language patterns i.e. REST

Application Program Interface API

‣ facebook Open Graph

‣ foursquare

• ok but why should I care?

• fanpage quiz post with multiple thousand responses, find comment of the winners with their facebook ID

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without implementing new toolsSimple Example 1: Stalking Robots

‣ why tracking access to robots.txt? • find how often search engine robots hit them (obvious) • find scraping tools and their IPs • track hosts, ports and protocols for DC

‣ getting real time information of page access • see indexing speed at different phases • learn how to trigger robot visits • manage your crawling budget

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a little bit simplified for you to get the idearobots.php - Two Approaches

‣ Add the Type in htaccess / http.conf • AddType application/x-httpd-php .txt

• in robots.txt • <?php //do crazy stuff ?>

User-agent: * Disallow:/

‣ URL Rewriting • RewriteRule ^robots\.txt$ /robots.php [NC,L]

• in robots.php • <?php

header("Content-type: text/plain"); //do crazy stuff ?>

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with the measurement protocol you can track users without executing the Javascript Snippet

Just use Google Analytics

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Use the new time to be creativeAutomate repeating tasks

‣ Selenium • Selenium automates browsers. That's it. What you do

with that power is entirely up to you.

‣ IFTTT.com • Put the internet to work for you.

‣ PHPUnit / Allure • Track all Conversion Pixels through all possible tracking

Combinations before and after each IT-Release27

After each release, you can let machines check, if all tracking information was set-up in a correct way

Automate Testing your Pixels

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Dummy screenshot - real data under NDA

Some things are not as they seem…

Dont’t tweet, don’t tell!Scary Demo - and a possible relief

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One more thing

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75% of you colleagues will not change their work tomorrow at all. 24% will change one thing.

but you can be in the 1% changes two things. And your neighbor, you say sorry to in the beginnig? Well… say sorry again.

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</tweak geeks>

34© Pascal Fantou @pascalfantou http://q48.de

thank you!