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THESUCKINGMANIFESTOA book by Steve Jackson & Markus Sandelin
ANYONE CAN DO IT.BUT IT’S NOT EASY.
WE ALL SUCKThe next 30 minutesPROOF WE SUCKLEARN BY SUCKING
IT SUCKS TO BE NUMBER TWO,BUT AT LEAST YOU KNOW WHERE YOU STAND.
WE ALL SUCK
WHEN A CARPENTER BUILDS A CHAIR,HE KNOWS EXACTLY WHAT HE WILL ENDUP WITH.WHEN WE START, WE ARE CLUELESS.
“HOW YOU MEASURE SUCCESS DEPENDSON HOW YOU DEFINE SUCCESS.”WE SUCK BECAUSE WE DON’T KNOW WHAT SUCCESS IS
WE SUCK BECAUSE WE SPEND LOADS OFMONEY ON GETTING EYEBALLS.AWARENESS IS A BY-PRODUCT OF GOOD MARKETING.
WE SUCK BECAUSE WE USE NUMBERSLIKE AN EMOTIONAL CRUTCH.OH WOW WE GOT TEN THOUSAND VISITORS TODAY!
WE SUCK BECAUSE WE COMMUNICATELIKE THE NERDS WE ARE.HAVE YOU AMPLIFIED YOUR CPA CONVERSION THROUGH YOUR BI DB YET?
WE SUCK BECAUSE WE DON’T KNOWHOW PLAY WITH THE HIPPOS.HIPPOS ARE A MAN’S BEST FRIEND. MUCH BETTER THAN DOGS.
WE SUCK BECAUSE WE DON’T (KNOWHOW TO) SHARE OUR DOINGS.LEFT HAND, WE’D LIKE TO INTRODUCE MS. RIGHT HAND.
WE SUCK BECAUSE INSTEAD OFBUILDING A HOUSE, WE ARE POLISHINGOUR HAMMER.THE RIGHT TOOLS FOR THE RIGHT JOB.
WE SUCK BECAUSE WHEN WE FINALLYKNOW WHAT TO DO, WE SCREW IT UP.SORRY SIR, WE’RE NOT JUST A 100% ON THAT.
WE SUCK BECAUSE WE’VE LOST THECONFIDENCE IN NUMBERS.IT’S 42, SIR. I THINK. I DON’T KNOW WHAT IT MEANS THOUGH.
1. We have no goals or objectives2. We waste cash & resources3. We communicate like nerds4. We sit in a goldfish bowl5. We...
PROOF THAT WE SUCK
DEFINE THE CUSTOMERLIFECYCLESSTEP 1 - DEFINE0"20"40"60"80"100"120"140"0" 50" 100" 150" 200" 250" 300" 350" 400"Campaign(CT...
WE SUCKED SO BAD BEFORETESTING THAT WE COULD IMPROVECONVERSION IN SIGN-UPS TO ANEWSLETTER BY 268% AGAINSTTHE BENCHMARKS.ST...
IT SUCKED. WE FOUND OUT THERE-PURCHASE PHASES WEREN’TWORKING NO MATTER WHAT WEDID.STEP 3 - TEST LIFECYCLES
WE LEARNED THAT 60% OF THENEW CUSTOMERS WERE NOTREACTING AFTER THE PURCHASETO ANYTHING WE DID.ONE TYPE OF MESSAGE WAS 25%B...
1. After setting up we found some outstandingly bad campaigns2. We could improve from our baseline by 268% on new prospect...
LEARN BY SUCKING
WHAT IS THE VALUE CREATED IN $?START BY SETTING THE GOALS
WHAT IS THE CHANCE OF THAT VALUEHAPPENING AGAIN?START BY SETTING THE GOALS
SPEND MONEY TO MAKE MONEYSET YOUR COSTS TO REASONABLE LEVELS
!! !! !! !! !! !! !! !!!! !!Benchmark! !! !! !! >5.52%! >7.29%! !! <€1!!!! !!RePurchase*Phase* Sent! Opens! Clicks!Average...
KNOW WHERE THE PEOPLE COME FROM,VALUE THEM BY CHANNEL.TAKE AIM BEFORE YOU SHOOT.
THE HIPPO LOVED IT.HE HIRED FIVE NEW PEOPLE TO MAKE THINGS HAPPEN.
SO WHAT HAPPENED?HERE ARE THE EIGHT STEPS IN EVERY PROJECT
DEFINE YOUR CUSTOMERSTEP 1 OF 8
DEFINE WHEN THEY STOP BEING ONESTEP 2 OF 8
DEFINE THE COSTS AND VALUE OF ACUSTOMERSTEP 3 OF 8
DEFINE THE LIKELIHOOD OF A REPEATCUSTOMERSTEP 4 OF 8
STOP THE CHURNSTEP 5 OF 8
FIND AND USE THE BEST CHANNELS,PER LIFE CYCLE STAGESTEP 6 OF 8
TEST EVERYTHINGSTEP 7 OF 8
LISTEN TO YOUR CUSTOMERSSTEP 8 OF 8
THANK YOU
THESUCKINGMANIFESTOA book by Steve Jackson & Markus SandelinWWW.THESUCKINGMANIFESTO.COM
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The Sucking Manifesto

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The Sucking Manifesto (http://thesuckingmanifesto.com) is a book by Steve Jackson and Markus Sandelin designed to explain the problems of people and analytics, trying to come up with a scientific solution through understandable/entertaining examples. Read the book online for free!

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Transcript of "The Sucking Manifesto"

  1. 1. THESUCKINGMANIFESTOA book by Steve Jackson & Markus Sandelin
  2. 2. ANYONE CAN DO IT.BUT IT’S NOT EASY.
  3. 3. WE ALL SUCKThe next 30 minutesPROOF WE SUCKLEARN BY SUCKING
  4. 4. IT SUCKS TO BE NUMBER TWO,BUT AT LEAST YOU KNOW WHERE YOU STAND.
  5. 5. WE ALL SUCK
  6. 6. WHEN A CARPENTER BUILDS A CHAIR,HE KNOWS EXACTLY WHAT HE WILL ENDUP WITH.WHEN WE START, WE ARE CLUELESS.
  7. 7. “HOW YOU MEASURE SUCCESS DEPENDSON HOW YOU DEFINE SUCCESS.”WE SUCK BECAUSE WE DON’T KNOW WHAT SUCCESS IS
  8. 8. WE SUCK BECAUSE WE SPEND LOADS OFMONEY ON GETTING EYEBALLS.AWARENESS IS A BY-PRODUCT OF GOOD MARKETING.
  9. 9. WE SUCK BECAUSE WE USE NUMBERSLIKE AN EMOTIONAL CRUTCH.OH WOW WE GOT TEN THOUSAND VISITORS TODAY!
  10. 10. WE SUCK BECAUSE WE COMMUNICATELIKE THE NERDS WE ARE.HAVE YOU AMPLIFIED YOUR CPA CONVERSION THROUGH YOUR BI DB YET?
  11. 11. WE SUCK BECAUSE WE DON’T KNOWHOW PLAY WITH THE HIPPOS.HIPPOS ARE A MAN’S BEST FRIEND. MUCH BETTER THAN DOGS.
  12. 12. WE SUCK BECAUSE WE DON’T (KNOWHOW TO) SHARE OUR DOINGS.LEFT HAND, WE’D LIKE TO INTRODUCE MS. RIGHT HAND.
  13. 13. WE SUCK BECAUSE INSTEAD OFBUILDING A HOUSE, WE ARE POLISHINGOUR HAMMER.THE RIGHT TOOLS FOR THE RIGHT JOB.
  14. 14. WE SUCK BECAUSE WHEN WE FINALLYKNOW WHAT TO DO, WE SCREW IT UP.SORRY SIR, WE’RE NOT JUST A 100% ON THAT.
  15. 15. WE SUCK BECAUSE WE’VE LOST THECONFIDENCE IN NUMBERS.IT’S 42, SIR. I THINK. I DON’T KNOW WHAT IT MEANS THOUGH.
  16. 16. 1. We have no goals or objectives2. We waste cash & resources3. We communicate like nerds4. We sit in a goldfish bowl5. We don’t plan well enough to do things right6. We use the numbers for support not to take action7. And when we get it wrong we lose confidence8. Every business does itSO, WE SUCK BECAUSE
  17. 17. PROOF THAT WE SUCK
  18. 18. DEFINE THE CUSTOMERLIFECYCLESSTEP 1 - DEFINE0"20"40"60"80"100"120"140"0" 50" 100" 150" 200" 250" 300" 350" 400"Campaign(CTR((
  19. 19. WE SUCKED SO BAD BEFORETESTING THAT WE COULD IMPROVECONVERSION IN SIGN-UPS TO ANEWSLETTER BY 268% AGAINSTTHE BENCHMARKS.STEP 2 - TEST LIFECYCLES
  20. 20. IT SUCKED. WE FOUND OUT THERE-PURCHASE PHASES WEREN’TWORKING NO MATTER WHAT WEDID.STEP 3 - TEST LIFECYCLES
  21. 21. WE LEARNED THAT 60% OF THENEW CUSTOMERS WERE NOTREACTING AFTER THE PURCHASETO ANYTHING WE DID.ONE TYPE OF MESSAGE WAS 25%BETTER THAN AVERAGE.STEP 4 - TEST LIFECYCLES
  22. 22. 1. After setting up we found some outstandingly bad campaigns2. We could improve from our baseline by 268% on new prospects3. We were using the wrong channels to reach new customers4. We were using the wrong message to reach old customers5. And the lifecycle ended much sooner than we thoughtTHE PRESTIGE
  23. 23. LEARN BY SUCKING
  24. 24. WHAT IS THE VALUE CREATED IN $?START BY SETTING THE GOALS
  25. 25. WHAT IS THE CHANCE OF THAT VALUEHAPPENING AGAIN?START BY SETTING THE GOALS
  26. 26. SPEND MONEY TO MAKE MONEYSET YOUR COSTS TO REASONABLE LEVELS
  27. 27. !! !! !! !! !! !! !! !!!! !!Benchmark! !! !! !! >5.52%! >7.29%! !! <€1!!!! !!RePurchase*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!In!Tolerance! 3731013! 836493! 147632! 22.42%! 17.65%! €2,157,310.13! €14.61!Stop!Campaigns!Stopped!at!Open!Rate! 258516! 8205! 3906! 3.17%! 47.61%! €61,703.15! €15.80!Stop!Campaigns!Stopped!at!Click!Thru!Rate! 441794! 120887! 6768! 27.36%! 5.60%! €320,417.94! €47.34!Stop!campaigns!!! !! !! !! !! PotenNal!Cost!Saving! €2,477,728.07! !!#!Campaigns! 653!!! !! !! !! !! !! !! !!!! !!Benchmark! !! !! !! >7.5%! >!30%! !! <€1!!!! !!Prospect*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!In!Tolerance! 18179123! 3390841! 1751413! 18.65%! 51.65%! €1,337,791.23! €0.76!OK! !!Stopped!at!Open!Rate! 7349359! 178787! 122832! 2.43%! 68.70%! €121,493.59! €0.99!OK! !!Stopped!at!Click!Thru!Rate! 1897999! 354504! 82272! 18.68%! 23.21%! €190,969.97! €2.32!Review!campaigns!!! !! !! !! !! PotenNal!Cost!Saving! €190,969.97! !!#!Campaigns! 345!!! !! !! !! !! !! !! !!!! !!!! !! !! !! !! !! !! !!!! !!Benchmark! !! !! !! >2%! >14.5%! !! <€1!!!! !!New*Customer*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!In!Tolerance! 1138981! 211417! 60098! 18.56%! 28.43%! €171,389.81! €2.85!Review!Campaigns!Stopped!at!Open!Rate! 78998! 9! 4! 0.01%! 44.44%! €4,284.33! €1,071.08!Stop!Campaign!Stopped!at!Click!Thru!Rate! 450230! 113907! 9125! 25.30%! 8.01%! €60,502.30! €6.63!Stop!Campaigns!!! !! !! !! !! PotenNal!Cost!Saving! €64,786.63! !!#!Campaigns! 56!!! !! !! !! !! !! !! !!!! !!HERE’S WHAT WE MADE EARLIER.
  28. 28. KNOW WHERE THE PEOPLE COME FROM,VALUE THEM BY CHANNEL.TAKE AIM BEFORE YOU SHOOT.
  29. 29. THE HIPPO LOVED IT.HE HIRED FIVE NEW PEOPLE TO MAKE THINGS HAPPEN.
  30. 30. SO WHAT HAPPENED?HERE ARE THE EIGHT STEPS IN EVERY PROJECT
  31. 31. DEFINE YOUR CUSTOMERSTEP 1 OF 8
  32. 32. DEFINE WHEN THEY STOP BEING ONESTEP 2 OF 8
  33. 33. DEFINE THE COSTS AND VALUE OF ACUSTOMERSTEP 3 OF 8
  34. 34. DEFINE THE LIKELIHOOD OF A REPEATCUSTOMERSTEP 4 OF 8
  35. 35. STOP THE CHURNSTEP 5 OF 8
  36. 36. FIND AND USE THE BEST CHANNELS,PER LIFE CYCLE STAGESTEP 6 OF 8
  37. 37. TEST EVERYTHINGSTEP 7 OF 8
  38. 38. LISTEN TO YOUR CUSTOMERSSTEP 8 OF 8
  39. 39. THANK YOU
  40. 40. THESUCKINGMANIFESTOA book by Steve Jackson & Markus SandelinWWW.THESUCKINGMANIFESTO.COM
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