iSearch ALPHA Camp - 用數據建立行銷成功方程式
-
Upload
alpha-camp -
Category
Education
-
view
170 -
download
4
description
Transcript of iSearch ALPHA Camp - 用數據建立行銷成功方程式
⽤用數據建⽴立⾏行銷成功⽅方程式 !
Bernard Chan 2014.10.08
2
Agenda
• Data Driven Marketing
• Future & Trends
Product
Growth
Ad Tech
Bernard
5
10 週新創事業實戰營
6
全端設計與 開發
Mobile App 開發
Full Time Full Time Part Time
行銷用戶成長實戰技
WEB DEVELOPMENT
iOS APP DEVELOPMENT
MARKETING & GROWTH
��| Frank Chen
����| Alvin Woon
Jon Myers
��� | Brian Yang
Morgan Brown
�� | Gso Tseng
Hyon Ho Son
Sal Matteis
���| Toni Tang
���| Jose Lin
Raphael Cohen
��� Roger Chen
Shingo Murakami
���| PK Lin
340 多為國外內創業 / 科技 導師與 Mentor
8
從四月開始 - 創業 / 就職
畢業 45 天內 100% 就職!!!AppWorks Batch #9!!!上線四周:NTD 200,000 營收!!
Data Driven !Marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Banner
Search
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Banner / Content / SEO / SEM / Social / Mobile
Retargeting Banner / Content / Social / Email / Mobile
Market’s challenge
1) Deciding what to use
2) Integration
Data becomes you guide
Goal Driven
STEP 1!Identify success!formula / metrics
19
Formula - three levels
1. Business!!
2. Product!!
3. Marketing
Business level
21
Business level - 電子商務
Visits Conversion per Visit Avg Order ValueX X Revenue=
VCAR•電⼦子商務 | E-commerce:
22
Business level - 電子媒體
Visits
CPM (Yield)No. of Ad Units per
PageX X
Revenue=
PAYR•電⼦子媒體 | Digital Media:
1,000
Avg !Page/VisitX
Pageview
Product level
500Startup: AARRR
500Startup: AARRR
RETENTION
Chamath Palihapitiya
VP of Growth, Facebook
Get any individual to 7 friends in 10 days
http://growthhackers.com/videos/chamath-palihapitiya-how-we-put-facebook-on-the-path-to-1-billion/
Marketing level
Campaign: ROI
LTV > CAC
Lifetime Value Customer!Acquisition Cost
User:
Lifetime Value Examples
https://blog.kissmetrics.com/how-to-calculate-lifetime-value/
• Subscription $!• Avg contract / subscriber!• Discount rate
32
LTV vs. CAC by segment (cohort)
• Segments i / j / k
• LTV(i) — CAC(i)
• LTV(j) — CAC(j)
• LTV(k) — CAC(k)
Cohort Analysis
Cohort Analysis:檢視產品的進步
Active (paying)!users
TimeMonth 0 Month 6 Month 12
Version 2!(加了⼀一堆功能後)
Version 1
core happy customers
50%
100%
LTV > CAC!!
⾏行銷,就是敢花錢!
LTV > CAC!!
⾏行銷,就是當找到公式後,敢花錢!
STEP 2!Test & Optimize
38
Basecamp example: landing page
39Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/
Revenue Per Visit: +17%
25,000 visitors, statistical significance of 95%.
40
Movexa example: landing page
Copywriting
41
Tripstr example: ads
CTR = ↑17%
42
Optimization is a never-ending process
Integration
44
Track everything!
45
Drive to single Goal
46
Future & Trends
1. Real Time Bidding
RTB 在美國的趨勢
2012-13 growth
75%% of ad spend
19%
1. Name your own Price
2. Cross platform inventory
3. Data driven delivery
Data made possible by Cookie
2. “Cookie is Dead”
Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
53
The 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
Android Ad ID
Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
The future without cookie: ID
IDFA
The future without cookie: Others
Email!Matching
Device Recognition
blog.alphacamp.tw
2015 . 03 . 01 開課
2015 年初開始接受報名
h;p://www.alphacamp.tw
30多家Startup 夥伴
提供實習/工作
機會
40多位台灣,香港,
美國的導師與
顧問團隊
3 項Startup 實
戰能力
10 週結合理論與
實做的專業
特訓