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Growth hacking: how to use analytics to create kickass marketing strategies

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Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.

Published in: Data & Analytics

Growth hacking: how to use analytics to create kickass marketing strategies

  1. 1. Growth Hacking How to create kickass marketing strategies using analytics
  2. 2. @evelinesmet The Farm Free- lance Start up BBDO My career path so far powered by
  3. 3. Freelance clients
  4. 4. What clients ask : Should we increase our 
 Facebook budget this year?
 What is the ROI? Is this marketing campaign 
 effective? Should we shift our offline 
 budget to online? Should we advertise on 
 Linkedin / instagram or
 twitter ?
 How can I get more people to buy my product / service? Why aren’t people signing up
 on my website?
  5. 5. Every year, there’s a new trend in marketing land.. Growth 
 Hacking Digital 
 Marketing Content 
 Marketing Inbound
 Marketing
  6. 6. Every year, there’s a new trend in marketing land.. Growth 
 Hacking Digital 
 Marketing Content 
 Marketing Inbound
 Marketing You have to be where your customers are You have to 
 create value You have to optimize 
 your owned channels You have to generate sales by
 using analytics
  7. 7. Let’s talk about.. Growth 
 Hacking Inbound
 Marketing You have to optimize 
 your owned channels You have to generate sales by
 using analytics
  8. 8. Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.
  9. 9. Inbound
 Marketing
  10. 10. Inbound
 Marketing
  11. 11. Inbound
 Marketing Case study: inbound marketing for B2B client
  12. 12. Inbound
 Marketing Case study: inbound marketing for B2B client Client Me
  13. 13. Case study inbound marketing for B2B clientInbound
 Marketing own channel
  14. 14. 2014% 2015% Inbound
 Marketing Case study inbound marketing for B2B client Channel: e-mail
  15. 15. Inbound
 Marketing Learning: Sending more e-mails will not do the trick for this B2B client
  16. 16. Inbound
 Marketing Digital Strategy 2015 for B2B client More SEO - optimization More partnerships => referrals Optimize conversions via direct by optimizing website Leverage own channels Optimize paid search Send less mails but make them more targeted Perform tests with # social media channels Case study inbound marketing
  17. 17. Inbound
 Marketing The marketing funnel TV-advertising e-mails, 
 fb ads to fans
 Referral Google AdWords
 CTA on website Remarketing sales
 subscription Targeted banner
 First determine which phase in the funnel you want to target, then choose your channels accordingly
  18. 18. What is growth hacking?
  19. 19. Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. Growth hackers focus on low-cost and innovative alternatives to traditional marketing.
  20. 20. Growth 
 Hacking Growth 
 Hacking Dropbox didn’t spend much on marketing, they created a clever growth hack. By referring your friends, you would get extra space.
  21. 21. Growth 
 Hacking Hotmail hacked virality by adding this simple phrase to each e-mail
  22. 22. Spotify ‘spammed’ Facebook with the songs people were listening too. Another clever way of gaining traction.
  23. 23. Mobile Vikings used one of their USP’s (a lot of GB for little money) to create a viral hack. They gave their users unlimited internet for a day and encouraged them to setup hotspots for their friends.
  24. 24. Growth 
 Hacking Growth hacking isn’t purely digital. Back in 1950, Mc Donalds figured out that 80% their clients were commuters and truckers. So they created the golden arches to become more visible on the highways.
  25. 25. Airbnb hacked the Craigslist API so that every post was automatically published to the platform. This hack got them a lot of traction.
  26. 26. Twitter knew that it was all about active users and that users would only revisit their platform if they followed at least 5 users. So they made a following suggestion page.
  27. 27. Growth 
 Hacking
  28. 28. Know your customer Map your conversion funnel Identify what you are going to optimize Set KPI’s so that you can measure Track everything in Google Analytics Keep optimizing & testing Growth hacking checklist Growth 
 Hacking
  29. 29. Growth 
 Hacking Know your customer
  30. 30. Growth 
 Hacking vs Know your customer
  31. 31. A conversion funnel is really an idea or a way to visualize and comprehend the flow and conversion of potential customers into paying customers. If you can understand and analyze the process, then you can take actions to improve that flow.
  32. 32. Business Step #0 Check out Business Step #03 Online shopping website Growth 
 Hacking Add to cartSign upVisit website 1000 200 50 40 Map your conversion funnel
  33. 33. Business Step #0 Business Step #03 Growth 
 Hacking Add to cartSign upVisit website 200 50 Conversion rate = 4% Check out 40 1000 Visit website Map your conversion funnel Online shopping website
  34. 34. Visit website Business Step #0 Business Step #03 Growth 
 Hacking Add to cartSign up 200 50 Conversion rate = 4% Cost per acquisition :25€ Check out 40 Cost per click :1€ Visit website 1000 Map your conversion funnel Online shopping website
  35. 35. Business Step #0 Business Step #03 Growth 
 Hacking Add to cartSign upVisit website 200 50 Cost per acquisition : 25€ Check out 40 Lifetime value : 100€ Cost per acquisition :25€ Revenue per user : 75€ Map your conversion funnel Cost per click :1€ Visit website 1000
  36. 36. No e-commerce? No problemGrowth 
 Hacking Map your conversion funnel Track incoming enquiries Track newsletter opt-ins Track number of calls Track new subscribers Track number of content downloads
  37. 37. Lead tracking: RaylexGrowth 
 Hacking Map your conversion funnel Don’t track contact forms. Track leads. Try to track as close as possible to the actual sale. If you don’t sell directly on your website, track store location searches.
  38. 38. Cost per click :1€ Visit website 1000 Business Step #0 Check out Business Step #03 Growth 
 Hacking Add to cartSign upVisit website 200 50 40 Channel testing Facebook sign in Show what friends have bought Give discount Abandon cart CTA Identify what you are going to optimize Add CTA button
  39. 39. Growth hacking in each stage of user behavior Acquisition Activation Retention Referral Revenue People visit your website They sign up They keep using your product / service They tell their peers User behavior is monetized AirBnB: tell your friends & get a discount Ace & Tate: get a discount if your friends buy Twitter: follower suggestions Online casino: sign up and get free cash Spotify: Facebook integration Mobile Vikings: free internet for hotspots Facebook: daily / weekly roundup mail Netlog: sign up to see your friends’ profiles Hotmail: PS I love you Twenty 20: If your picture gets picked, you get cash Growth 
 Hacking Identify what you are going to optimize
  40. 40. KPI’s per stage of user behavior Acquisition Activation Retention Referral Revenue People visit your website They sign up They keep using your product / service They tell their peers User behavior is monetized Shares via social / mail / .. conversion rate per source Active users - completed profiles sign up conversion rate time on site - pages viewed Number of shares per person - conversion rate Number of actions done per user sign up per source cost per acquisition per source revenue per source Growth 
 Hacking Set KPI’s so you can measure
  41. 41. Set actionable KPI’S Number of Facebook fans VS Growth 
 Hacking Set KPI’s so you can measure Revenue coming via Facebook Number of downloads app VS Number of active users app Pageviews VS Time on site + number of pages viewed Cost per click VS Cost per action
  42. 42. We have a CPC of 2€, is that good?
  43. 43. World’s first banner vs Coolblue bannerGrowth 
 Hacking Set KPI’s so you can measure CTR: 78% CTR: 3% Which banner will have the best results?
  44. 44. Set KPI’s so you can measure Growth 
 Hacking Reach is not a good KPI Target as narrow as possible
  45. 45. Set KPI’s so you can measure Growth 
 Hacking Facebook ads 
 reach paradox If your ads are targeted right, they don’t need to be show to a lot of people to get the right results. If it is necessary that ads get a lot of reach, it is because they don’t work that good.
  46. 46. Set KPI’s so you can measure Growth 
 Hacking Comparison between different Facebook apps
  47. 47. Track everything in Google Analytics Growth 
 Hacking
  48. 48. Track everything in Google Analytics Growth 
 Hacking
  49. 49. Track everything in Google Analytics Growth 
 Hacking Cost per acquisition Lifetime value Revenue per user Is my marketing being effective? Am I making money? = -
  50. 50. Track everything in Google Analytics Growth 
 Hacking Conversion rate per channel In which channel should I invest?= Cost per acquisition per channel Which channel is most cost efficiently?= Most visited blogpost / pages Which content should I use for my campaigns?= Internal search terms Which content should I add to my page= Channel optimization Content optimization
  51. 51. Growth 
 Hacking A/B testing Keep optimizing & testing
  52. 52. Growth 
 Hacking Keep optimizing & testing
  53. 53. Check your own hood and use your insights to improve your overall strategy and / or product design.
  54. 54. Use insights about users to optimize your platforms
  55. 55. What clients ask : Should we increase our 
 Facebook budget this year?
 What is the ROI? Is this marketing campaign 
 effective? Should we shift our offline 
 budget to online? Should we advertise on 
 Linkedin / instagram or
 twitter ?
 How can I get more people to buy my product / service? Why aren’t people signing up
 on my website?
  56. 56. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Is this marketing campaign 
 effective? Should we shift our offline 
 budget to online? Should we advertise on 
 Linkedin / instagram or
 twitter ?
 How can I get more people to buy my product / service? Why aren’t people signing up
 on my website?
  57. 57. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Is this marketing campaign 
 effective? Should we shift our offline 
 budget to online? Should we advertise on 
 Linkedin / instagram or
 twitter ?
 How can I get more people to buy my product / service? Let’s see where they drop out
 and how we can A/B test 
 with different CTA’s or 
 optimize the sign in process
  58. 58. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Let’s calculate the revenue per user and 
 check the cost per 
 acquisition. Should we shift our offline 
 budget to online? Should we advertise on 
 Linkedin / instagram or
 twitter ?
 How can I get more people to buy my product / service? Let’s see where they drop out
 and how we can A/B test 
 with different CTA’s or 
 optimize the sign in process.
  59. 59. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Let’s calculate the revenue per user and 
 check the cost per 
 acquisition. Should we shift our offline 
 budget to online? Let’s set up KPI’s, test 
 and evaluate the different 
 channels.
 How can I get more people to buy my product / service? Let’s see where they drop out
 and how we can A/B test 
 with different CTA’s or 
 optimize the sign in process.
  60. 60. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Let’s calculate the revenue per user and 
 check the cost per 
 acquisition. Let’s make sure we can 
 calculate the effectiveness 
 of offline channels & 
 benchmark them. Let’s set up KPI’s, test 
 and evaluate the different 
 channels.
 How can I get more people to buy my product / service? Let’s see where they drop out
 and how we can A/B test 
 with different CTA’s or 
 optimize the sign in process.
  61. 61. What clients ask : Let’s check the cost per 
 acquisition for Facebook 
 & set KPI’s. Let’s calculate the revenue per user and 
 check the cost per 
 acquisition. Let’s make sure we can 
 calculate the effectiveness 
 of offline channels & 
 benchmark them. Let’s set up KPI’s, test 
 and evaluate the different 
 channels.
 Let’s optimize your content 
 and your marketing strategy. Let’s see where they drop out
 and how we can A/B test 
 with different CTA’s or 
 optimize the sign in process.
  62. 62. Marketing vs sales
  63. 63. It’s not all about 
 the money
  64. 64. Different brand purposes Community building Costumer service Getting customer feedback A platform for user generated content
  65. 65. Testable, trackable, scalable Make sure everything you do is: Thx! @evelinesmet

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