The Sucking Manifesto
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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 ...

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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    The Sucking Manifesto The Sucking Manifesto Presentation Transcript

    • 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 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
    • 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(CTR((
    • WE SUCKED SO BAD BEFORETESTING THAT WE COULD IMPROVECONVERSION IN SIGN-UPS TO ANEWSLETTER BY 268% AGAINSTTHE BENCHMARKS.STEP 2 - TEST LIFECYCLES
    • 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%BETTER THAN AVERAGE.STEP 4 - TEST LIFECYCLES
    • 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
    • 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!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.
    • 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