The document provides an overview of growth marketing. It begins with the basics of growth marketing, which is data-driven marketing based on rapid experimentation focused on the AAARRR funnel, with a blending of marketing, product, and engineering. It then outlines the G.R.O.W.S process for growth marketing, which stands for gather, rank, outline, work, and study. The next sections discuss how growth marketing incorporates artificial intelligence and focuses on mobile growth. It concludes with sections on social media and content marketing for growth.

1. Growth Marketing Demistified

2. Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing

3. Growth Marketing
- Data-driven marketing based on rapid experimentation.
• Classic marketing is focused on AWARENESS.
• Growth Marketing is oriented on AAARRR funnel.
• Slowly dissolving line between marketing and product.
Source: growthtribe.io

4. Growth Marketing
- Growth comes from rapid execution. The right skillset and toolset.
Interpersonal
skills do
matter!
Source: growthtribe.io

5. Rapid Experiment
- Why your company needs rapid experimentation?
Source: growthtribe.io
Make
hypothesis,
not decisions!

6. Rapid Experiment
- Testing is the immune system of the company.
Source: Testing Business Ideas
Make
hypothesis,
not decisions!

7. The Growth Stack
Source: growthtribe.io

8. Growth Team
- Blends people with engineering, design, product, and marketing
backgrounds.
Source: growthtribe.io

9. T-Shape Marketing
Acquisition Retention
Source: growthtribe.io

10. Growth vs. Marketing vs. Product
Source: Brian Balfour

11. Growth Marketing vs. Marketing
- Marketing campaigns has been replaced by rapid campaign
experimentation.
Source: growthtribe.io

12. Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing

13. Prerequisites
Business
Model
Value
proposition
Persona /
Segment
Product -
Market Fit
Priate
Funnels
OMTM
Source: Strategyzer

14. Prerequisites
Business
Model
Value
proposition
Persona /
Segment
Product -
Market Fit
Priate
Funnels
OMTM
Source: Strategyzer

15. (G)ather Ideas
- How to come up with impactful ideas?
Source: Strategyzer

16. (G)ather Ideas
- Generate hypotheses for experiments that are likely to improve your
OMTM.
• Select «funnel» step.
• Assign OMTM to this idea.
Source: growthtribe.io

17. (R)ank Ideas
- B.R.A.S.S.-framework, if you want to test acquisition channels.
- P.I.E. framework, suitable for experiments around conversion
optimization, retention or referral.
Source: growthtribe.io

18. (O)utline Experiments
- «Done is better than perfect.»
• Make quick and dirty.
• Get your team to collaborate and execute fast.
Extract
hypothesis
Design
experiments
Collect
evidence
Generate
insight
Take action
Source: Strategyzer

19. (W)ork Work Work
- «Sometimes you gotta run before you walk.» - Iron Man
• Don’t reinvent the wheel: stick to the framework (Scrum)
• Make sure that you are doing the 20% of work that
produces 80% of the results
• Use the lean approach with MVP.
• Be aligned with design thinking principles.
Design
Thinking
Focus
on
UX
Creative
Models
Use
prototypes
Tolarate
failure
Itearative
problem
solving

20. (S)tudy Data
- Sometimes, things may not go your way, but the effort should be
there every single night. – Michel Jordan
• The chances to get (or even worse) results are quite
high.
• The analysis part of an experiment is not easy.
• Failure creates “AHA” moments! Do not hide your
failures.
Experiments
over
Analyze the
results
Flag
experiment
Go back to
the GROWS
loop
Inclusive, Failure not valuable to
tweak, Failure valuable to tweak,
Success & continue exploring,
Succes & scale
Source: growthtribe.io

21. Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing

22. AI + Growth Marketing = Smart Marketing
- There are many exciting ways you can apply the power of AI and ML
to streamline marketing processes.
Media Buying
Campaign Optimization
Customer Support
Chatbots & Voice Assistant
Cross - Platform Attrition
Site & Contextual Search
Image Search
RPA
Personalization
Segmentation
Predicting Customer Behavior
Data Analysis & Reporting
Fraud Detection
Recommendation
Content Curation
Source: Lean AI Book

23. Hybrid Growth Team
- The choice isn’t humans versus machines, but rather how best to
leverage the strengths and weaknesses of both of these groups to
work well together.”
• RPA’s, Bot’s, Media Buying AI’s, Fraud or Anomaly
Detection are primary tech products replacing human.
• The choice isn’t humans versus machines, but rather
how best to leverage the strengths and weaknesses of
both of these groups.
Source: Lean AI Book

24. Customer Acquisition 3.0
- If you are still manually optimizing campaigns the same way it was
done half a decade ago, you may find yourself among a quickly
disappearing breed in the customer acquisition game.
Dynamic
Learning
People
Attribution
Model
Cookieless
Track
Adapting to
Speed of Data
Mindset:
3rd Party Data:
1st Party Data
CDP
DMP
DSP
Datalake:
Computational
Power
AI +
Automation
Enablers:
New Techniques:
Source: Lean AI Book

25. Hyper-personalization
- CDP’s are the lifeblood of AI.
Source: Unboxed.digital

26. StichFix – Cultivating Algorithms
• Online personal styling service using
recommendation algorithms and data
science to personalize clothing items.
• Stitch Fix had more than $1 billion in sales
for 2018 to 3 million customers
Source: https://cultivating-algos.stitchfix.com/

27. StichFix – Cultivating Algorithms
• Elevated the data science team to a top-
level department.
• Roles are verticalized, orienting them
towards business impact and making
them more agnostic to technical function.
Source: https://cultivating-algos.stitchfix.com/

28. AI In The Digital Marketing

29. Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing

30. Importance of Device
Users in the 16-24 age range they said the most important devices of their smartphones.
16 - 24 25 - 34 35 - 44 45 - 54
80%
55 - 64
77% 71% 67% 51%
33%
Mobile
14%
Laptop/PC
5%
Tablet
Over the past 3 months, 47% of consumers
say they use audio platforms from their
devices.
Audio platforms and online radio are the
new trends for online users

31. Mobile Growth Stack
Source: Phiture

32. Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing

33. Influencer Marketing
- Broad range of activities that involve working with influential
individuals or groups. • Far from new: Tobacco companies have been
influencing us via movie stars for generations.
• Becoming a performance marketing activity that
augments or replaces traditional mobile app install
campaigns. (Measurable growth tactic)

34. Virality Loops
- Sustained viral growth is likely to be rooted in a strong product or
engaging content.
• Dropbox’s highly-successful “refer a friend, and you
both get free space” promotion, which is estimated to
have increased signups by 60%.
• Increasing reach while having a negligible effect on
customer CPA.

35. Media Facts
Watching TV Daily avg 4.6 hours
AVERAGE TIME SPENT
No. of newspaper (weekly) avg 2.9
Listening radio weekly avg 6.93 hours,
No. of magazine (monthly) avg 2,67
Spending time on internet daily avg 6 hrs
Going to cinema monthly avg 0.8 times.
Source: TGI Autumn’18 & TNS

36. Social Media Facts
WAVE 9
88%
Smartphone ownership*
98%
Whatsapp usage*
80%
Checks social media accounts daily*
68%
16-24 age group Snapchat usage*
monthly users
46M+ 13M+ 38M+ 7.3M+
monthly users monthly users
monthly users registered users
2nd in the world
in terms of penetration
6.3M+
Source: Wave 9

37. Content & Video Marketing
- For brands, video content is preferred.
1. Persona driven
2. Funnel oriented
3. Data & experiment driven

38. Medium Facts – online streaming
- Youtube and online content channels have great role getting video inventory penetration
increased
- In addition to original video contents, TV contents are consumed on digital due to online
user has more control on player
- Gaming channels is a new trend for social channels of young target audience
96% | Watch Videos Online
43% | Stream TV Content via the Internet
36% | Play Games Streamed Live via the Internet
27% | Watch Live Streams of Others Playing Games
16% | Watch e-Sports Tournaments
Source: GlobalWebIndex

39. Internationalization
Payment
Systems
UX & Digital
Sociology
App Store
Optimization
Regional
Partnership
1st & 2nd
Party
Research
Translating
Product
Popular
Social
Networks
3rd Party
Data

40. Back Up Slides

41. Growth Audit Walk Through
- Technical Audit: Assessing the data sources and current analysis
to understand the current analytics maturity and ease of mining raw data.
- Goal Trees: Helping you define the strategic KPIs that your program will optimize
through testing and personalization.
- Bottleneck Analysis: Gathering all the business/customer/data information
together to reveal the obstacles that preventing growth of your company.

42. Northstar Metric
- Reflect the VALUE that customers are getting from your product
- Represent the core product outcome you need to ALIGN with your company
strategy
- Measure product engagement that is LEADING INDICATOR of revenue.
Typical North Stars:
• Total time spent engaging with content
• # User spending > 5 min/day
• # Stories viewed
• # Subscribers streaming > 60 hrs/mo
Typical North Stars:
• Total # of Purchases completed
• Avg # Purchases per Prime Subscriber
• # Searches completed
• # Seat Upgrades purchased
Typical North Stars:
• Total # of records created
• % of Emails engaged
• # of messages sent
• Active Users who logged/completed a task

43. Goal Trees vs. OKR
Source:Optimizely

44. Lean Analytics Cycle
Source: Lean Analytics Book
Pick a KPI to change and
optimize the casual factor.

45. Digital Psychology Library
• Anchoring
• Commitment & Consistency
• Loss Aversion
• Need to Complete
• Reciprocity
• Rewards
• Scarcity
• Social Proof
• Triggers
Source: digitalpyschology.io

46. ASO
Source: Phiture

47. Mobile Growth Stack – Retention & Engagement,
Product-Market Fit, RFF Framework
Source: Phiture
ACTIVATION is where you can make the most difference.
Impact = Reach x Relevance x Frequency

48. Feature Adoption: WSJ’s Habit Project
Source: Optimizely

49. User Research vs. Marketing Research
Source: UX Studio

50. Thank you!