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Digital Marketing Framework & Hacking Beyond It : Saptarshi Roy Chaudhury

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This presentation of Digital Marketing framework and some case studies around creative digital marketing was presented by Saptarshi Roy Chaudhury at DigitalFest Conference 2016 in Hyderabad.

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Digital Marketing Framework & Hacking Beyond It : Saptarshi Roy Chaudhury

  1. 1. Digital Marketing Framework & Hacking Beyond it Saptarshi Roy Chaudhury @rishi3211us VP- Marketing [x]cube LABS
  2. 2. What A MARKETEER WANTS @rishi3211us Acquire : Acquire new users / customers Engage : Ensure they engage with the brand Retain : Want them to keep coming back Revenue : Ensure there is revenue generation Referrals : Want them to send you more customers
  3. 3. A A R R R! @rishi3211us THE PIRATE METRICS By Dave McClure Acquisition > Activation > Retention > Revenue > Referral
  4. 4. SEO Paid Search Emails Banne r Ads SMS Mobile Ads Newsp aper Radio / TV OOH Social Media Affiliat es ?
  5. 5. AARRR – AS AN ACTIVITY FRAMEWORK Acquisition Activation Retention Revenue Referral SEO SEM Social Media PR TV Ads Affiliate programs Email campaigns Content Product Features Subscription etc Retargeting Email Campaign Content Events Offers Gamification Conversion Optimization Product/ Service Improvement Pricing Offers & Discounts Virality Incentivization Branding @rishi3211us
  6. 6. AARRR Metrics Acquisition Activation Retention Revenue Referral Identify Metrics You Want to Measure Under Each of these Heads ASK QUESTIONS @rishi3211us
  7. 7. ACQUISITION Metrics @rishi3211us Which channels are driving the most volume ? Which campaigns are driving the most traffic ? Which Ads are working ? Which channel has the lowest cost per acquisition ? CREATE YOUR OWN LIST OF QUESTIONS
  8. 8. ACTIVATION Metrics @rishi3211us What percentage of your total acquired users are getting activated Which activation mechanics are working best CREATE YOUR OWN LIST OF QUESTIONS
  9. 9. Retention Metrics @rishi3211us Returning user percentage ? Which retention activity has the maximum reach ? Which retention activity has the maximum effectiveness ? CREATE YOUR OWN LIST OF QUESTIONS
  10. 10. Revenue Metrics @rishi3211us What percentage of your users convert to revenue generating customers ? What’s your Avg. Revenue per User ( ARPU) Which channels are driving the maximum revenue ? Which channels are ROI positive ? What’s Your Life Time Value (LTV) for a customer ? CREATE YOUR OWN LIST OF QUESTIONS
  11. 11. Referral Metrics @rishi3211us CREATE YOUR OWN LIST OF QUESTIONS What percentage of active users are referring new users ? Avg. Number of Referrals / user ? Which Referral incentives are working best ? Effective cost per acquisition ?
  12. 12. HOW IT HELPS @rishi3211us Structured thought process - under each segment you can plan the activities you need to do Better Measurement - You know what to measure under each segment and know what they mean Easy to identify broken pieces and fix them
  13. 13. Some Case Studies on Fun Marketing Stuff & Hacking Beyond It
  14. 14. Thank You Page Avg. Time on Site Exit % Page 1 00:00:16 100% Page 2 00:00:44 68% Page 3 00:03:02 35% GETTING MORE OUT OF A THANK YOU PAGE
  15. 15. Cost of 30 sec. Ad Spot in Super Bowl 2013 : $4 Million
  16. 16. Be Alert - Time it Right ! 15000 Re-tweets Followers Increased by 8000 20000 Post Likes Followers Increased from 2000 to 36000 REAL TIME MARKETING
  17. 17. Piggyback
  18. 18. + + LEVERAGE PLATFORMS
  19. 19. Strategy Process Discipline Hard Work Creative Hack Experiment Social ANALYTICS +
  20. 20. Thank You! @rishi3211us saptarshi.rc@gmail.com +91 9963111179 digitalSRC.com/blog

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