winning an unfair game using data science
TRANSCRIPT
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The Growth Master• Founder, CEO of Growth Machines & Growth Academy, Mentor
at 500Startups Silicon Valley, Optimized $1B+ in Ads.
• Founder of SearchForce and pioneer to apply Wall Street Analytics and Quantitative Trading Techniques to Advertising for Portfolio Optimization. Raised $10M+ in financing, developed a Cross-Channel Optimization SaaS Platform Based and took the company to profitability.
• Patel has managed clients with some of the world largest ad budgets such as Salesforce.com, Priceline, Experian, Oracle, AT&T YellowPages, Progressive and Scottrade.
• Growth seminars at Oxford, 500Startups, General Assembly, UC Berkeley and at several top-tier VC firms around the world. Upcoming book on Growth Hacking.
• MBA in Brand Marketing from Cornell's Johnson School of Business.
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5 Tectonic Shifts that accelerate the need for Change in Digital
5 P’s Growth Model that will help you leverage Data Science in Marketing to Win an Unfair Game
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Probability of Winning is Slim
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Be Vanilla
International Ice Cream Association the Top 10 flavours of ice cream in order are: vanilla, chocolate, butter pecan...
Vanilla (#1) got approximately 28% of sales and chocolate (#2) got approximately 8% of sales. In this instance, being #1 makes you 350% better off than #2.
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Speed RulesHedge fund Spent
$300M to increase speed
by 3 Milliseconds = .003
Seconds
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Hyper-Inflation & Ultra Competition
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SEO is not JUST SEO
~ Rand Fishkin, Wizard, Moz
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16twitter @meetsamirPlatforms 2.0Search, Social, Mobile, Video,
Messaging$100M+ Users
Available
~ Dave McClure
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New Winners on New Platforms
18twitter @meetsamirA Zillion Ways to Acquire Users
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The Frazzled Customer
Engage or Die
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Unprecedented Opportunity
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Action
Grow Fast or
Die Slow
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Scalable, Predictable & Repeatable
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Learn & Apply
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-Guy Kawasaki
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$$ Chief Growth Officer
Π Quant ℗ Designer
∞ Hacker Ğ Channel Gurus
The New Growth Squad
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Poets & Quants
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Reporting Squirrels vs Action Ninjas
Inspiration: Avinash Kaushik
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Why?
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Learn
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Six Key Startup Metrics
• Churn• CMRR (Contracted Monthly
Recurring Revenue)
• Cash • LPC (Lifetime Profit per
Customer)
• Customer Acquisition Cost Ratio
• Cost Per Acquisition
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Hack# : Lean Canvas Hack
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Differentiate OR Die
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Hack# : Marketing Strategy
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~ Brian Balfour, Hubspot
Hack# : Channel Risk Modeling
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~ Brian Balfour, Hubspot
Learn
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High Frequency Omni-Channel Data
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Process
•OKR’s•Growthalytics•Kaizen
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Website.com
4. REFERRAL
Emails & widgets
Campaigns, Contests
5. R
evenue $
$$
Biz DevAds, Lead Gen, Subscriptions,
etc
2. A
ctivatio
n
Homepage / Landing Page
Product Features
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
sBlogs
Domains
3. RETENTIONEmails & Alerts
Blogs, Content
System Events & Time-based
Features
~ Dave McClure, Metrics for Pirates
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Growth Process
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Applied Data Science
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Takeaway # 1
Every action that does not bring the company closer to its goal is not
productive.
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Takeaway # 2
Run Growth on OKR’S.
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Takeaway # 3
PostmortemCadence
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Statistics for Kaizen
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Learn & Apply
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62twitter @meetsamirTraffic Acquisition
Market Research & User Feedback
Email Marketing
Competitive Research Tools Sales Intelligence
Lead & Customer Acquisition
AB / Multivariate Testing
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Samir PatelPresident & CEO, GrowthMachines
[email protected] @MeetSamir
Growth Mentor @500Startups