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Growth Channel White Paper (November 2019)

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Welcome to Growth Channel - Channel Management App Based on Machine Learning 🤖 http://growthchannel.io

We are a team of multidisciplinary marketing professionals committed to sharing our experience with the world and making a bigger impact to the community around us!

We built ​Growth Channel​ to leverage the world’s marketing intelligence and inspire marketers for creativity and innovation. Instead of optimising specific marketing tasks, or working within individual marketing channels, Growth Channel will be able to handle the entire process across all channels.

From marketing planning, to campaign management and optimisation, we aim to deliver the all-in-one solution covering each step of the marketing funnel, NOT just the activation.

Growth Channel will be able to:
✔️ Address the entire marketing process across all channels
✔️ Autonomously scale best performing campaigns
✔️ Increase digital marketing ROI
✔️ Use data to predict best performing content and context (eliminate guesswork)
✔️ Create new opportunities for conversion
and more!

READ OUR WHITE PAPER ☝️

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Growth Channel White Paper (November 2019)

  1. 1. GROWTH CHANNEL INTRODUCING version 8.11.2019
  2. 2. TO LEVERAGE THE WORLD’S MARKETING INTELLIGENCE AND INSPIRE MARKETERS FOR CREATIVITY AND INNOVATION OUR MISSION STATEMENT 2
  3. 3. THE PROBLEM THE RISE OF UNSTRUCTURED DATA ▸ IDC predicts that the Global Datasphere will grow from 33 Zettabytes (ZB) in 2018 to 175 ZB by 2025. ▸ 80-90% of data will be unstructured. It is simply no longer humanly possible to aggregate, let alone analyse, the unfathomable quantities of data involved in running a business in the digital age. (1) 1 Holland, T.M. (2016, April 22). The World Will Use a Zettabyte of Data in 2016 - Samsung. 3
  4. 4. AS THE INFLUX OF DATA CONTINUES GROWING UNCONTROLLABLY, THE IMPLEMENTATION OF MACHINE LEARNING IN MARKETING CAMPAIGNS WILL BECOME EVEN MORE RELEVANT WHEN IT COMES TO STRIKING UP ENGAGING CONVERSATIONS WITH CONSUMERS. INDEED, IT COULD BE SO INTEGRAL THAT SPENDING AS A WHOLE ON COGNITIVE AND ARTIFICIAL INTELLIGENCE SYSTEMS COULD REACH A WHOPPING $77.6 BILLION BY 2022, ACCORDING TO THE INTERNATIONAL DATA CORPORATION. COMPANIES LIKE BEN & JERRY’S, MAZDA AND SEPHORA HAVE ALREADY RECOGNIZED THE POSITIVE IMPACT THAT MACHINE LEARNING CAN HAVE ON THEIR BRANDS, INCLUDING HIGHER ENGAGEMENT RATES AND INCREASED ROI. OTHER MARKETERS WILL LIKELY SOON BE FOLLOWING THEIR LEAD. Harvard Business Review A PIECE OF WISDOM 4
  5. 5. THE PROBLEM DAY-TO-DAY MARKETING CHALLENGES ▸ As Forrester’s “TechRadarTM: Marketing And Advertising Technology, Q1 2016” report puts it, today’s advertisers must simultaneously dedicate their energy to “brand storytelling, audience- based targeting, insights from customer data, personalisation, and customer experience,” all across a myriad of new media channels and devices. ▸ 6% of marketers believe their current tools and approaches are sufficient to deal with the complexities of modern marketing ▸ 38% of marketers are currently delivering contextual marketing across digital and offline channels ▸ 34% of marketers cited difficulty translating customer insights into actionable outcomes ▸ 35% of marketers cite difficulty understanding how various channels contribute to conversions as one of the biggest challenges they face 5
  6. 6. 6
  7. 7. THE PROBLEM BOTH BRANDS AND AGENCIES ALREADY APPLY AI TECHNOLOGIES BUT STILL EXPERIENCE DRAWBACKS ▸ Brands and agencies want to increase value of marketing investment through AI adoption, but have concerns over communication limitations and lack of control. ▸ Marketer adoption of AI-powered marketing has shot up from 43% in 2016 to 88% today, reflecting AI’s increasing advances in marketing technology (MarTech) and marketers’ need for better decisions, greater productivity, and faster execution. However, most marketers deploy AI to support tactical campaign tasks in an assistive capacity, rather than collaborating with autonomous AI. ▸ Just 26% of those who have adopted an AI-driven marketing solution describe it as AI-autonomous, or collaborative in practice. Albert Technologies research 2019 7
  8. 8. THE PROBLEM COMPANIES SEEK RESOURCE OPTIMISATION ▸ While 86% of respondents say the success of their marketing programs depends on the ability to deliver personalized marketing across channels, devices and customer lifecycle stages, only 50% or less say they feel “very well supported” by their current technology in meeting their top objectives, including: ▸ Gaining direct control over digital media buying (only 50% feel “very well supported”) ▸ Improving the effectiveness of their marketing campaigns (49%) ▸ Improving customer experience (43%) ▸ Increasing customer retention (39%) ▸ Gaining efficiency and agility in their marketing operations (37%) ▸ Achieving a better return on marketing spend (36%) ▸ Increasing customer acquisition (33%) A Forrester Consulting Thought Leadership Paper Commissioned By Albert. April 2019. Harnessing AI’s Potential 8
  9. 9. THE PROBLEM MARKETERS LOOK FOR MORE CONTROL AND EFFECTIVENESS A Forrester Consulting Thought Leadership Paper Commissioned By Albert. April 2019. Harnessing AI’s Potential 9
  10. 10. THE PROBLEM MARKETERS SEEK MORE EFFECTIVE USE OF DATA AND MARKETING CAMPAIGNS A Forrester Consulting Thought Leadership Paper Commissioned By Albert. April 2019. Harnessing AI’s Potential 10
  11. 11. MARKET SITUATION TODAY’S MARKETERS USE AI TOOLS TO… ▸ Automate your tedious tasks with a virtual personal assistant & chatbots ▸ Organize and analyze visual assets intelligently ▸ AI generated content, dynamic emails ▸ Smart content curation ▸ Voice search ▸ Programmatic media buying ▸ Marketing automation, retargeting ▸ Audience targeting & segmentation ▸ Predictive analytics and lead scoring ▸ Sales forecasting ▸ Churn Prediction ▸ Social listening & sentiment analysis ▸ Product pricing Mapping the most effective AI technologies for marketing across the customer lifecycle. By Dave Chaffey . Smart Insights. 31 Jan, 2019 but not for planning, managing their marketing campaigns or growth hacking…. 11
  12. 12. MARKET SITUATION MANY MARTECH COMPANIES ARE FOCUSED ON ADVERTISING, CONTENT & SOCIAL Source: Crunchbase 12
  13. 13. LOOKING AT THE MARTECH LANDSCAPE OF 2019 THE MARTECH INDUSTRY IS OVERPOPULATED…WE AREN’T (JUST) ADDING A NEW PLATFORM TO THE LANDSCAPE… BUT CREATING NEW (SUB) CATEGORIES! + PLANNING + GROWTH HACKING 13
  14. 14. INSTEAD OF OPTIMISING SPECIFIC MARKETING TASKS, OR WORKING WITHIN INDIVIDUAL MARKETING CHANNELS, THESE NEW TOOLS CAN HANDLE THE ENTIRE PROCESS ACROSS ALL CHANNELS. Harvard Business Review A PIECE OF WISDOM 14
  15. 15. MAPPING OUT THE MARKET: MARKETING PLANNING, MGT & OPTIMISATION BRINGING MARKETING PLANNING AUTOMATION TO THE MKT MANAGEMENT SPACE goodemailcopy.com microcopyinspirations.com reallygoodemails.com growthhacklist.com Low optimisation modules High planning modules High optimisation modules Low planning modules Low management modules Growth Channel MVP 15
  16. 16. MAPPING OUT THE MARKET: MARKETING PLANNING, MGT & OPTIMISATION GROWTH CHANNEL WILL BE ALL-IN-ONE SOLUTION, ADDRESSING CURRENT MARKET LIMITATIONS goodemailcopy.com microcopyinspirations.com reallygoodemails.com growthhacklist.com Low optimisation modules High planning modules High optimisation modules Low planning modules Low management modules Complete Growth Channel solution It’s not just AI, marketers & GC AI will work in synergy 16
  17. 17. ALBIZURI GARCIA, CEO OF GAIN IF MARKETERS EXPECT TO CREATE MORE MEANINGFUL CAMPAIGNS WITH TARGET AUDIENCES AND BOOST ENGAGEMENT, INTEGRATING MACHINE LEARNING CAN BE THE TOOL TO UNVEIL HIDDEN PATTERNS AND ACTIONABLE TACTICS TUCKED AWAY IN THOSE HEAPING AMOUNTS OF BIG DATA. 17
  18. 18. MARKETING MANAGEMENT APP BASED ON MACHINE LEARNING OUR SOLUTION 18
  19. 19. 🚀 POWER UP YOUR MARKETING 19
  20. 20. INTRODUCING GROWTH CHANNEL DIGITAL ADS (V1.1) PLAN (V1.2) ACTIVATE (V2) OPTIMISE (V3) AGENCY PARTNER MODEL PPC BENCHMARKS MARKETING STRATEGY & PLANNING CONTENT LIBRARY GROWTH HACKING GROWTH LIBRARY DIGITAL MARKETING ACTIVATION BENCHMARKING & REPORTING REAL-TIME OPTIMISATION (AUTO & CONTROLLED) 20
  21. 21. 1, 2, 3… LET THE MAGIC BEGIN 21
  22. 22. INTRODUCING GROWTH CHANNEL 1.0 - UNLIMITED PPC ADS ON A FLAT MONTHLY FEE ▸ Initial launch for unlimited PPC campaigns on a small monthly flat rate (relatively new to the market) ▸ Building a network of pre-qualified PPC (digital ads) experts and agencies ▸ Bringing in valuable PPC insights and benchmarks ▸ Expanding to multiple industries 22
  23. 23. FRONT END DEMO LAUNCHING 1 NOVEMBER 2019 23
  24. 24. INTRODUCING GROWTH CHANNEL MODULE 1: PLAN ▸ Complete a short brief about your business, brand or campaign, which you want to market ▸ Receive campaign activation ideas ▸ Generate an instant marketing plan for your business ▸ Access and customise industry's best performing content templates, growth hacks and experiments ▸ See how you perform agains the benchmarks ▸ Access Growth Hacking marketplace ▸ Track progress and invite team to collaborate ▸ Input 1: Dropdown menu questionnaire + email capture ▸ Output 1: Instant list of marketing ideas to launch a simple activation (lead gen / lead nurturing) ▸ Input 2: Payment ▸ Output 2: Auto-generated PDF marketing plan sent by email ▸ Output 3: Access to content library of best performing marketing templates, dashboard etc. customised based on input_1. 24
  25. 25. FRONT END DEMO PREVIEW SCREENS 25
  26. 26. FRONT END DEMO PREVIEW SCREENS 26
  27. 27. INTRODUCING GROWTH CHANNEL MODULE 2: ACTIVATE ▸ Confirm the channels and content you want to activate ▸ Launch your multi-channel campaigns in one click ▸ Input 1: Confirm (or edit) channels you want to activate your campaign on ▸ Output 1: API connection to the selected channels ▸ Input 2: Content selection, upload, confirmation (or edit) per channel ▸ Output 2: Publication 27
  28. 28. INTRODUCING GROWTH CHANNEL REPORT ▸ Choose the reporting template, where and when you want GrowthChannel to send to you. ▸ GrowthChannel shares latest industry benchmark reports, optimisation tips with you and has a dedicated Campaign Manager for your team to help you get the most of the platform. ▸ Input 1: Choose a template or create one from scratch ▸ Input 2: Choose your notification preferences (where and when users want to be notified) ▸ Output 1: Your reports delivered based on inputs 1 and 2 ▸ Output 2: Industry best practices and trends report released on quarterly basis, which can be shared with your management and team to make business decisions ▸ Where: Dashboard/email/sms/slack) ▸ What: PDF, XLSX, PPT, link to dashboard 28
  29. 29. INTEGRATIONS PRIORITISED BY CUSTOMER NEEDS ON CAMPAIGN ACTIVATION And other email servers, marketing automation solutions, social media and digital advertising platforms… 29
  30. 30. INTRODUCING GROWTH CHANNEL MODULE 3: OPTIMISE ▸ Growth Channel will monitor, analyse and optimise your campaign performance based on best practices and industry benchmarks ▸ Automate responses and optimisations for your KPIs ▸ Learn from experience of your campaign, and other fellow marketers ▸ Input 1: Choose your campaign to run on auto-optimisation mode or switch to manual ▸ Input 2: Customise response templates for community engagement ▸ Input 3: Set up your notification preferences ▸ Output 1: Dashboard walkthrough ▸ Output 2: Ongoing optimisation with A/B testing, multivariate testing, bid management, channel budget allocation. ▸ Output 3: Auto responses to community comments ▸ Output 4: Tips on better channel management and optimisation ▸ Output 5: Notifications based on optimisation changes and activation milestones 30
  31. 31. ISOLATE DEFINING CHARACTERISTICS AND BEHAVIOURS OF HIGH-VALUE PAST CUSTOMERS: THOSE WHO EITHER HAD COMPLETED A PURCHASE, ADDED AN ITEM TO AN ONLINE CART, VIEWED WEBSITE CONTENT, OR WERE AMONG THE TOP 25% IN TERMS OF TIME SPENT ON THE WEBSITE. PREDICT WHICH POSSIBLE HEADLINES AND VISUAL COMBINATIONS – AND THOUSANDS OF OTHER CAMPAIGN VARIABLES – WOULD MOST LIKELY CONVERT DIFFERENT AUDIENCE SEGMENTS THROUGH VARIOUS DIGITAL CHANNELS (SOCIAL MEDIA, SEARCH, DISPLAY, AND EMAIL OR SMS). SCALE CAMPAIGNS, AUTONOMOUSLY ALLOCATING RESOURCES FROM CHANNEL TO CHANNEL, MAKING CONTENT RECOMMENDATIONS, AND SO ON. DETERMINE WHAT ACTUAL ONLINE BEHAVIOURS HAVE THE HIGHEST PROBABILITY OF RESULTING IN CONVERSIONS, AND THEN FIND POTENTIAL BUYERS ONLINE WHO EXHIBIT THESE BEHAVIOURS MODIFY AD BUYING STRATEGY IN REAL-TIME BASED THE ON EVER-CHANGING PERFORMANCE PARAMETERS OF EACH CAMPAIGN VARIABLE. 31
  32. 32. SOLUTION FOR ACQUISITION AND LEAD NURTURING WHAT HAPPENS IN THE BACK-END… ▸ Micro-segment creation (000-0000) ▸ Multivariate testing ▸ Creative optimisation ▸ Bid optimisation and dynamic budget allocation ▸ Campaign generation ▸ Media (programmatic) buying ▸ Multi-device optimisation ▸ Real-time attribution ▸ Customer journey discovery ▸ Success trails identification ▸ Competitive analysis 32
  33. 33. THE SYSTEM ALLOCATES RESOURCES ONLY TO WHAT HAD BEEN PROVEN TO WORK, THEREBY INCREASING DIGITAL MARKETING ROI. ELIMINATING GUESSWORK, GATHERING AND ANALYSING ENORMOUS VOLUMES OF DATA, AND OPTIMALLY LEVERAGING THE RESULTING INSIGHTS IS THE AI ADVANTAGE. Harvard Business Review A PIECE OF WISDOM 33
  34. 34. MILESTONES WHERE WE ARE IN THE PROCESS AND WHAT’S LEFT TO TACKLE MVP launch: Proof of concept. Private beta. Lead generation and nurturing. Angel investment, tech events and startup incubators participation. September’17 October’19 Technology setup February’20 March’20 May’20 Module 2 development June’20 Project scoping Team setup Pitch decks Module 1 launch Public launchModule 1 development Module 3 development Soft (beta) launch: 1 month license given to 25 influencers and 25 target companies. Feedback taken to finalise development. Partners network development. Target launch: Full PR and viral campaign. Study cooperation with high-end digital research consultancies and publications (AI and machine learning for marketing). September’20 34 Digital Ads Module launch
  35. 35. COMPARISON WITH THE CLOSEST AVAILABLE SOLUTIONS TODAY IN THE MARKET Growth Channel Albert.ai Velocidi Strike Social adriel.ai erxes.io adstage.io CHANNELS SEM Yes Yes Yes No Yes No Yes Social ads Yes Yes Yes Yes Yes No Yes Organic social media Yes No Yes No No No No Programmatic ads Integration Built-in DSP Built-in DSP Integration Integration No Integration Email Yes Yes Yes No Yes Yes No FEATURES Marketing planning Yes No No Limited Limited Limited No Content templates Yes No No No Yes Limited No Campaign management Yes Yes Yes Yes Yes Yes Yes Auto optimisation Yes Yes Yes Yes Yes No Yes Customised reporting Yes No Yes No No Yes Yes MARKET B2C Yes Yes Yes Yes Yes Yes Yes B2B Yes No No No Yes Yes Yes DATA Available DB + machine learning Machine learning only / 1 year history ML only ML only ML only N/A ML only PRICE Minimum monthly ad spent $500 $10.000 ? ? $12 N/A none Budget planning / allocation Flexible Single entry ? ? Flexible N/A ? RAISED $18M $12M $1.3M $6.5M N/A $15.3M 35
  36. 36. GROWTH CHANNEL 1.2 MARKET RESEARCH FEEDBACK WANTED 36 HTTPS://GROWTHCHANNEL.TYPEFORM.COM/TO/XFWUFA
  37. 37. WHY NOW ▸ Machine learning and artificial intelligence is growing (in marketing) at a pace of wind. We do not want to miss the opportunity. ▸ “Corporate investment in artificial intelligence is predicted to becoming a $100 billion market by 2025." - HBR ▸ Module 1 is entirely missing from the scope of most solutions presented today. Gives us great opportunity to launch the MVP and receive grand exposure. 37
  38. 38. WHY GROWTH CHANNEL ▸ Bring marketing planning process from 60 hours of research down to a minute ▸ Organise all marketing planning resources into a single dashboard ▸ Elevate growth hacking adoption ▸ Provide benchmark data for easier KPI planning PLANNING MODULE 38
  39. 39. WHY GROWTH CHANNEL ▸ Address the entire marketing process across all channels ▸ Use data to predict best performing content and context (eliminate guesswork) ▸ Autonomously scale best performing campaigns ▸ Create new opportunities for conversion ▸ Increase digital marketing ROI COMPLETE SOLUTION 39
  40. 40. 40 🚀 JOIN THE POWER TEAM TODAY 🚀 GROWTHCHANNEL.IO

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