Activating 15,000 event organisers via email minimises key account management costs

1. Retention

2. Structure and emulate the physical world
with a digital layer

3. Trust and understand your data Cohort analysis

4. Trust and understand your data Cohort analysis

5. Segmentation Create Actors (Personas)

6. CTA Keyword Behavior Timing
Event start dateBook venue
Sell ticketsMojito recipe

7. Content Localization (video, text, images)

8. Structured Process
1. Assumption
2. AB test
3. Validate via data
4. Implement

9. To Sum Up
1. Data is the key
2. Who are you talking to
3. When, What, and Why
4. How
5. Never ending iterations

10. …”the reward for solving complexity
is more complexity…”

11. ...”Is it better or worse than what we had yesterday?
If yes, then deploy”...