2. 2
Prior to showing the first slide, I begin with the following story:
“I had so much content but only one hour so I decided to
create two presentations and have my audience tell me
which presentation they would prefer to hear about. “
Next I show 2 title slides and the audience votes.
10. If we build something nobody wants, what
difference does it make if we accomplish it:
On Time
On Budget
With a well written PARP
With beautiful marketing material
Achieving failure = successfully executing a
proposition that our customers don’t want
11. Every Segment is different
• Price / value sensitivity
• Marketing message, what they like, etc
• What is easy / convenient for them (where,
when primed to buy)
• Interests & priorities
• How they make buying decisions
Different lifetime customer value
17. ①Hypothesis
We can increase prices by 10% & increase profits
②Run Experiment
Tell half of prospects price is 10% higher
③ Analyze results
Determine which set had higher profits (by cohort)
④Draw Conclusions
Should we change our price (for any segments)?
27. Really really target your audience segment
Example: high net worth individuals
Audience Size &
Cost per click
Executives
Wealth zip codes
Education
Workplace
28. Show me the data!
Understand which experiment is most successful
Experiment
37. • Visit your call center and listen to your
customers
• Study your Net Promoter Score Feedback
• Get out of the office and talk to your
customer segment
• Ask to see your website & facebook analytics
39. “It’s not the customer’s job to know what they
want.”
- Steve Jobs
“If I had asked people what they wanted, they
would have said faster horses”
- Henry Ford
Service
We have a different acquistion cost / investment for each segment
Focus groups
Market research
Net Promoter Score
Our policyholder data (?)
Experiment where we may have some trouble to build effeciently
Also displayed on web pages
Pay on cost per click
Our marketing pple are already using this to generate leads.
Did you also know we can use this in the product development process.
Use google, searching for something you are interested in.
If you had an ad on here, and no one ever clicked on it, then, what would that tell you?
I best part about this is that people vote with their actions, not with “hypothetical situations”
Can make many version of ads and test
Pick search keywords where it will display
Can target age / gender by showing ads on websites with specific demographic (google assumes that when you visit certain websites, eg gardening, you are doing x)
Can also big more depending on the demographic
<google doesn’t make 50 billion a year because its hard to create ads>
The more focused, typically the cheaper.
Facebook
Ads for someone that is into photos
Much deeper segmentation
Can go after specific targets, e.g. education. Family status,
Currently available to survey people in US, Canada, and
