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Growth by Segmentation - Part 1 by Brian Ritchie

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Everybody knows about funnels and tries to make a visitor a lead and subsequently a customer. Most fail at doing it thoroughly. Learn how data drives segmentation with a case study based walkthrough.

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Growth by Segmentation - Part 1 by Brian Ritchie

  1. 1. growth by SEGMENTATION A Case by Brian Ritchie
  2. 2. :- 3 BRIAN RITCHIE http: //brianritchie. me CMO - VEIN. Managing Partner - ECD (Stealth) Total Companies scaled for growth : > 3 Total Valuation post involvement : USD $150M Industries scaled : Transportation & Travel, Media & Entertainment. Marketing & Advertising I grow companies. rapidly
  3. 3. TABLE OF CONTENTS Presentation About Me Theory Some Learnings Conclusion
  4. 4. TABLE OF CONTENTS P1”€SPf1t: lLiOfl / i" )L‘t IV 6 T fieory Some Learnings §OhClUSiOh
  5. 5. g. ‘.3 . < ~. ' V. ‘.: V1 4 LET'S JUMP RIGHT IN THECASESI L; ’-I
  6. 6. Case Study PART ONE: THE CLIENT Localstartup with Funding Transportation/ Service Connector App ~“Reaching. .end“of runway Acquistion focused Marketing
  7. 7. Case Study . PART TWO: THE BRIEF FIX EVERYTHING Next round kicks off in 3 months Missed targets need to be achieved Spend as little as possible
  8. 8. Case Study PART THREE: THE TOOLS MySQL DB Channel Ad Campaigns Qlikview — Not End to End/ No SSoT Overpriced Email Marketing Solution
  9. 9. WHAT WOULD YOU DO .7
  10. 10. MY RESULTS Overall Key Metric T37% 0 Completed Rides T26 A Customer Lifespan 143% Passenger Churn
  11. 11. M PAUSE ALL ADS - Wny '9 - Is it absotutety necessary to be so drastic "P - Answer : Orowtn requires end to end improvement
  12. 12. 95% of all Funnels follow this structure THE BASIC FUNNEL does yours ? Acqusition Activation Retention There‘; 'In9ta| |' tor Mobile
  13. 13. °_2 DATA DEEP DIVE - W 1 How 7? Wnat "P o W an we Learn "9 - Answer 1 Current users always reveal a better story
  14. 14. WHAT CAN WE LEARN MySQL Data Structure TIER 1 vs TIER 2 Data Customer ID Date of Registration Date and Time of Every Event Status of Every Event Geo Data of Every Event Dollar Earnt/ Spent of Every Event D
  15. 15. Distribution Graph Frequency of Use What can we see .9 0 2 51219 21 23 25 27 31 38 47 50 53
  16. 16. Activity between 2 Periods User Snapshot What can we see .9 i: i : I Quarter 1 Quarter 2
  17. 17. Activity between 2 Periods User Activity Snapshot What can we see ? IIIIIIIZI-III E T — — i: i: i Quarter 1 Quarter 2
  18. 18. 4 SEGMENTS Tier 2 Level 2
  19. 19. Users who Signed Up & Continue to Engage dsers who Signed Up, T-O Engaged Ereduently & Stopped Users who Signed Up, U Engaged Once/ Twice & Stopped Users who Signed Up and Never Engaged
  20. 20. Growth (same cohort)
  21. 21. 03 DATA DRIVEN CAMPAIGNS - Why '9 How 7? What '9 - What can we Learn ‘P - Answer 1 Current users aiways reveal a better story
  22. 22. QSJA and Thank YOU http: //brianritchie. me http: //slideshare. net/ brianritchie - I brianritchie

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