© 2012 MassMedia Studios. Commercial in Confidence.   1
Modern Day Marketing              THE GROWTH HACKER© 2012 MassMedia Studios. Commercial in Confidence.   2
Today                  » Why drive more value back to our businesses                  » What is a growth hacker           ...
MassMedia Studios         A full service digital agency that specialises in         relationship marketing using a unique ...
We’ve built relationships for some of the worlds best brands:© 2012 MassMedia Studios. Commercial in Confidence.
© 2012 MassMedia Studios. Commercial in Confidence.
WHY DRIVE MORE VALUE© 2012 MassMedia Studios. Commercial in Confidence.
73% CEOs - “Marketers Lack Credibility”                                                                      *Fournaise Gr...
WHAT IS A GROWTH HACKER© 2012 MassMedia Studios. Commercial in Confidence.   9
Definition: An Agent of Change                                                                *Andrew Chen           Marke...
Definition: Recency of Expression           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predict...
The Discipline       Traditional Marketing                             Growth Hacking       Qualitative research          ...
The Discipline           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 20...
SOME CASE STUDIES© 2012 MassMedia Studios. Commercial in Confidence.   14
Deliverables       Scalable                                       Repeatable         Sustainable           Marketing Value...
Deliverables       Scalable                                       Repeatable         Sustainable           Marketing Value...
Deliverables       Scalable                                       Repeatable         Sustainable           Marketing Value...
Deliverables       Scalable                                       Repeatable         Sustainable           Marketing Value...
THE NUMBERS THAT MATTER© 2012 MassMedia Studios. Commercial in Confidence.   19
Deliverables      Awareness           Acquisition                                                      AAARRR!!           ...
Delivering AAARRR!!       Awareness             Acquisition              Activation     Retention             Referral    ...
Delivering AAARRR!!                                                       B1. Simplified                                  ...
MAKING PREDICTIONS© 2012 MassMedia Studios. Commercial in Confidence.   23
Drivetrain Approach  1. Objective                          2. Levers            3. Data               4. Models           ...
Modelling Our Knowledge                 RomCom                 Buy T                 SF   0.05%                 C    12.22...
Beware The Near But Shallow Maxima      The local maxima      Your enemy to true optimisation           Marketing Value > ...
HOMEWORK           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 Mas...
1. UNLEASH THE PIRATES!           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Hom...
2. UNLEASH THE MODELS!           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Home...
3. UNLEASH THE ACCOUNTANTS!           Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions >...
Today » Why drive more value back to our businesses » What is a growth hacker » The number’s that matter » How we use the ...
Let’s Talk.         Adam Quirk         Managing Director         MassMedia Studios         direct:           +61 2 9024 26...
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Marketing's next phase: Growth Hacking

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Marketers are either more powerful than ever or on their way out. While CEOs question the traditional marketing executive's business credibility* tech start-ups are seeing phenominal growth in users and engagement by redefining the marketing practice.

Instagram, Twitter, Facebook, Dropbox, LinkedIn and Zynga all have one thing in common, a former marketing employee was a Growth Hacker. The "Growth Hacker" job title is rapidly gaining momentum in Sillicon Valley and for good reason. It describes a marketer/developer hybrid and gives us insight into the future of the marketing discipline.

This talk goes through examples of growth hacking, the methodologies used, how we feel the discipline will evolve and what Australian marketers need to do now to prepare temselves.

For all links, credits and references check our blog entry:
http://blog.massmedia.com.au/2012/09/the-growth-hacker-modern-day-marketing/

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  • This presentation is addressing a recent term that we think nicely captures an evolution of the marketing disciplineThough I’m sure the term “growth hacker” will soon join cliches like “viral marketing” and “gamification” it offers some serious learnings for us to make our marketing far more effective and it’s early days so it hasn’t been overly used... YETIn this presentation I’ll go through: Why it’s more important now than ever for us marketers as a collective to deliver provable value back to our businesses The definition of what a growth hacker is and some of the tools they use We’ll go through the number’s that matter in growth hacking and give some insight into how to use those numbers in your day-to-day activities I’ll then go on to explore how one can use the numbers that matter in order to begin to do some predictive modelling (very handy in budget conversations) Finally, for those of you who this resonates with I’ll leave you some homework to begin applying some of what we talk about today to your organisationsLastly, if you wan these slides as well as all the links to the content and research I’ll be discussing today please go to our blog which is blog.massmedia.com.au. We did the latest blog entry in preparation for today so it’s got all the links there.
  • MassMedia StudiosAn agency that specialises in relationship marketingusing a unique blend of strategy, creative andtechnology to attract, understand and engage.
  • Why drive more value back to our businessesWhat is a growth hacker The number’s that matterHow we use the numbers Homework
  • Why drive more value back to our businessesWhat is a growth hacker The number’s that matterHow we use the numbers Homework
  • Marketing's next phase: Growth Hacking

    1. 1. © 2012 MassMedia Studios. Commercial in Confidence. 1
    2. 2. Modern Day Marketing THE GROWTH HACKER© 2012 MassMedia Studios. Commercial in Confidence. 2
    3. 3. Today » Why drive more value back to our businesses » What is a growth hacker » The number’s that matter » How we use the numbers » Homework© 2012 MassMedia Studios. Commercial in Confidence. 3
    4. 4. MassMedia Studios A full service digital agency that specialises in relationship marketing using a unique blend of strategy, creative and technology to attract, understand and engage.© 2012 MassMedia Studios. Commercial in Confidence.
    5. 5. We’ve built relationships for some of the worlds best brands:© 2012 MassMedia Studios. Commercial in Confidence.
    6. 6. © 2012 MassMedia Studios. Commercial in Confidence.
    7. 7. WHY DRIVE MORE VALUE© 2012 MassMedia Studios. Commercial in Confidence.
    8. 8. 73% CEOs - “Marketers Lack Credibility” *Fournaise Group 15 June 2011 Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 8
    9. 9. WHAT IS A GROWTH HACKER© 2012 MassMedia Studios. Commercial in Confidence. 9
    10. 10. Definition: An Agent of Change *Andrew Chen Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 10
    11. 11. Definition: Recency of Expression Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 11
    12. 12. The Discipline Traditional Marketing Growth Hacking Qualitative research A/B & multivariate testing The big idea Hypothesis The creative campaign The Minimum Viable Product (MVP) Campaign planning Validation/iteration Channel planning Scenario modelling Eye balls User behaviour Believe Understand Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 12
    13. 13. The Discipline Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 13
    14. 14. SOME CASE STUDIES© 2012 MassMedia Studios. Commercial in Confidence. 14
    15. 15. Deliverables Scalable Repeatable Sustainable Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 15
    16. 16. Deliverables Scalable Repeatable Sustainable Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 16
    17. 17. Deliverables Scalable Repeatable Sustainable Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 17
    18. 18. Deliverables Scalable Repeatable Sustainable Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 18
    19. 19. THE NUMBERS THAT MATTER© 2012 MassMedia Studios. Commercial in Confidence. 19
    20. 20. Deliverables Awareness Acquisition AAARRR!! Activation Retention Referral Revenue *Dave McClure Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 20
    21. 21. Delivering AAARRR!! Awareness Acquisition Activation Retention Referral Revenue New site Retention rate +ve brand Potential reach SEM CTR ARPU visitors (r) mentions Brand CLV = CLV (customer Email list Email CTR (profit per cycle) NPS recognition * (r / (1 + i - r)) lifetime*ARPU) Social # content CPA SERP rankings Sign up form Cohort analysis connections shares (should < CLV) % member get Seasonal Customer Voucher Inbound links App downloads member sign promotion service redemption ups Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 21
    22. 22. Delivering AAARRR!! B1. Simplified A. Original C. EmotionalSign up -40% B2. Simplified Social Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 22
    23. 23. MAKING PREDICTIONS© 2012 MassMedia Studios. Commercial in Confidence. 23
    24. 24. Drivetrain Approach 1. Objective 2. Levers 3. Data 4. Models Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 24
    25. 25. Modelling Our Knowledge RomCom Buy T SF 0.05% C 12.22% Comedy Buy T SF 2.13% RC 0.5% Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 25
    26. 26. Beware The Near But Shallow Maxima The local maxima Your enemy to true optimisation Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 26
    27. 27. HOMEWORK Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence.© 2012 MassMedia Studios. Commercial in Confidence. 27
    28. 28. 1. UNLEASH THE PIRATES! Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 28
    29. 29. 2. UNLEASH THE MODELS! Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 29
    30. 30. 3. UNLEASH THE ACCOUNTANTS! Marketing Value > Definition > Case Studies > #’s That Matter > Making Predictions > Homework© 2012 MassMedia Studios. Commercial in Confidence. 30
    31. 31. Today » Why drive more value back to our businesses » What is a growth hacker » The number’s that matter » How we use the numbers » Homework 31
    32. 32. Let’s Talk. Adam Quirk Managing Director MassMedia Studios direct: +61 2 9024 2660 email: adam.quirk@massmedia.com.au web: www.massmedia.com.au phone: +61 2 9211 4344 fax: +61 2 9211 6566© 2012 MassMedia Studios. Commercial in Confidence.

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