1.
Digital Marketing Framework
& Hacking Beyond it
Saptarshi Roy Chaudhury
@rishi3211us
VP- Marketing
[x]cube LABS

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.
A A R R R!
@rishi3211us
THE PIRATE METRICS
By Dave McClure
Acquisition > Activation > Retention > Revenue > Referral

4.
SEO
Paid
Search
Emails
Banne
r Ads
SMS
Mobile
Ads
Newsp
aper
Radio /
TV
OOH
Social
Media
Affiliat
es
?

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.
AARRR Metrics
Acquisition Activation Retention Revenue Referral
Identify Metrics You Want to Measure Under Each of these Heads
ASK QUESTIONS
@rishi3211us

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.
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.
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.
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.
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.
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.
Some Case Studies on Fun Marketing Stuff
& Hacking Beyond It

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.
Cost of 30 sec. Ad Spot in Super Bowl 2013 :
$4 Million

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.
Piggyback

18.
+
+
LEVERAGE PLATFORMS

19.
Strategy
Process
Discipline
Hard Work
Creative
Hack
Experiment
Social
ANALYTICS
+

20.
Thank You!
@rishi3211us
saptarshi.rc@gmail.com
+91 9963111179
digitalSRC.com/blog