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Part 3: Applying scientific principles to sustainable Growth - By Ilana Munckton

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Part 3: Applying scientific principles to sustainable Growth - By Ilana Munckton

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Growth = Marketing + Product
Applying scientific principles to sustainable Growth

For more, visit https://medium.com/@Skyscanner/growth-marketing-product-94d1e469dda5 or find out more about our #1 travel app https://www.skyscanner.net/mobile.html

Growth = Marketing + Product
Applying scientific principles to sustainable Growth

For more, visit https://medium.com/@Skyscanner/growth-marketing-product-94d1e469dda5 or find out more about our #1 travel app https://www.skyscanner.net/mobile.html

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Part 3: Applying scientific principles to sustainable Growth - By Ilana Munckton

  1. 1. 11
  2. 2. the extra number of trips we could help travellers to take millions of vacations @ilanamunckton | @SkyscannerGrwth

Editor's Notes

  • Skyscanner is a travel search engine that helps people find the best Flights, Hotels and Car Hire. We pride ourselves on our comprehensive, unbiased coverage. From the cheapest dates, the most convenient journey, or your favourite booking partner.
  • Some of the features that we think set us apart are: our fantastic Everywhere search, our convenient month view charts, our new Travel Wallet, and our handy Price Alerts. 
  • And we've had a fantastic growth story with over 60 million monthly visitors and 60 million downloads. We've grown from a startup to a company with over 900 employees in 10 offices from over FIFTY different nationalities.
  • Here's one definition of what growth hacking is.
  • I believe the distinction is in the words highlighted here. 
  • Where business growth is the sum of marketing and product.
  • We are obsessed with t-shaped learning. This means we leverage a breadth of core growth skillsets in product, marketing, and data science. And deep dive in our depth of expertise in core specialisms (like digital marketing). 
  • And these t-shaped individuals collaborate in cross functional teams. So for example to execute paid acquisition we all have breadth of core growth skills - and a depth of expertise in digital media, engineering, data science or design. 
  • We work towards a clear set of success metrics.
  • We are obsessed with testing.
  • And it's imperative that we operate in data-driven way. 
  • We spend a lot of time optimising our marketing. For example through bid management, ad copy tests, clever audience targeting – you name it. But this case study is particularly exciting because it's wholly about how simple changes to PRODUCT make our digital media activity more efficient. Let me tell you about the data-driven and scientific experiment that got us there.
  • There's lots of knowledge out there about what a landing page from an online ad should be. 
  • Our internal tools for experimentation allow us to easily analyse results with confidence, in this case reinforcing statistical significance for our landing page test.
  • We keep testing with a lean and agile approach. 
  • And THIS is why we do all of this. We're really passionate about travel. Knowing our combined efforts makes it easier for travellers to take millions of vacations worldwide is incredible. It's why we get out of bed and come to work each morning. 
  • It all comes down to a t-shaped approach where Growth is the sum of all parts. 

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