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Growth Marketing Conference 2017 - David Arnoux - Growth Hacking Power Session

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David Arnoux is a growth hacking expert and serial entrepreneur. He has helped over 500 companies implement and execute growth strategies. David Arnoux has founded 4 companies in the last 12 years (2 of which have a value of 5 million euros).
He is currently head of growth at Growth Tribe growth coach for startups and corporates, a public speaker and a contributor to publications such as The Next Web.

Growth Hacking Power Session
I’ve spent the last couple years building, coaching and training regiments of growth teams and growth marketers. Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. In this talk I'll run you through some of the latest stories, learnings and tricks we've learned along the way.

LinkedIn: https://www.linkedin.com/in/davidarnoux/
Twitter: https://twitter.com/darnocks

Published in: Business

Growth Marketing Conference 2017 - David Arnoux - Growth Hacking Power Session

  1. 1. Growth Marketing Power Session Growth Skills The process Ai for growth Tools
  2. 2. 3-Month Academy
  3. 3. 2 Day & 6 Week Courses 3-Month Academy
  4. 4. 2 Day & 6 Week Courses Corporate Programs 3-Month Academy
  5. 5. “Growth Hacking Has Matured.. Big time..
  6. 6. Macron uses “growth hacking” to win presidential election
  7. 7. Who Can Apply This?
  8. 8. Growth comes from rapid testing and cross-skilled teams
  9. 9. people
  10. 10. Marketer’s Digital Skills GapPossibleskills Time Required skills Your skills Prototyping UX Funnel Marketing SEO SEM Email A/B Testing Conversion Centric Design Analytics Deep Learning NLP Machine Learning HTML CSS JS Back-end dev
  11. 11. Pareto approach UX Field Research User tests Creating Personas Feature Writing Requirement Writing Graphic Arts Interaction Design Information Architecture Usability Prototyping Interface Layout Interface Design Visual Design Taxonomy Creation Terminology Creation Copywriting Brainstorm Coordination Design Culture Evangelism Growth Marketing What you’ll use 90% of the time
  12. 12. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  13. 13. Growth Hacking Famous Examples
  14. 14. “ Tactics grow from having the right process
  15. 15. Process Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics Tactics
  16. 16. Business Model Prioritization Who are we creating value for? Who are our main customers? What value do we offer? What pain are we solving? How do we get, keep and grow customers? (Self service, sales etc..) Through which channels do we reach our customers? What key activities do our value propositions require? What key resources do our value propositions require? What are the most important cost inherent to our business model? Which key resources are most expensive? Which key activities are most expensive? For what value are our customers really willing to pay? For what do they currently pay? What is the revenue model? What are the pricing tactics? Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from our partners? Which key activities do partners perform?
  17. 17. Business Model Canvas - Strategyzer
  18. 18. grow.ac/grows
  19. 19. Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Teams Growth Teams
  20. 20. For Conversion Rate Optimization..
  21. 21. Increasing Channel Complexity
  22. 22. BRASS
  23. 23. 2 weeks maxMeasurable Tracked correctly
  24. 24. Get Shit Done! Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast, fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast, fix later Loves testing Conversion Rate Optimization Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  25. 25. Growth Marketing Transformation Pyramid MINDSET PROCESS SKILLS + TOOLS TACTICS
  26. 26. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS
  27. 27. “If a Tesla can drive itself on autopilot at 70mph on the highway taking in all the surrounding environment inputs, we can help marketers do the same with all the data inputs they are analyzing.”
  28. 28. Mega use case it predicts with 90% accuracy what will be sold within 30 days—that Otto allows it automatically to purchase around 200,000 items a month from third-party brands with no human intervention.
  29. 29. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  30. 30. - 72k emails - Female - Purchased in last 12 months
  31. 31. 1.8% 1.1% +63%
  32. 32. 98% didn’t convert… this was predictable
  33. 33. 10% of the emails (=7200 emails)
  34. 34. 70%+ likely to convert 40-70%+ likely to convert 0-40% likely to convert
  35. 35. 70%-100% likely to convert 40-70%+ likely to convert 0-40% likely to convert Enrich data + Unsupervised learning for clustering “What’s wrong?” Exploration Recency = big deal!
  36. 36. 7% conversion rate & Behavioural profiles
  37. 37. Guardian Use Case
  38. 38. Number of shares Article length
  39. 39. 18 articles = 99% of shares
  40. 40. Coding without front end skills
  41. 41. Chat bots without code
  42. 42. AB testing without statistics or JQuery
  43. 43. Coding apps without backend skills
  44. 44. Data preparation and modeling without Python or R
  45. 45. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH TEAMS Growth Marketing’s Next Frontier
  46. 46. Assist vs Decide
  47. 47. Correlation analysis without statistical skills
  48. 48. Correlation analysis without statistical skills
  49. 49. “Off the shelf” Predictive lead scoring
  50. 50. “Off the shelf” Predictive lead scoring
  51. 51. Self service programmatic buying
  52. 52. AI written content
  53. 53. Optimize conversions with sentient.ai and CRObox
  54. 54. Data preparation and modeling without Python or R
  55. 55. Growth Tribe Philosophy It’s never been a more scary and exciting time to grow companies
  56. 56. AI course: grow.ac/aicourse
  57. 57. www.growthtribe.io
  58. 58. Now back to work...
  59. 59. Data Analysis Retention Usage - how many gyms men use a month? Churned member Retained member Trigger Point
  60. 60. Fitness Subscriptions - B2C - Referrals Awareness Acquisition Activation Retention Referral Revenue Referral increase from 20% to 38%

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