Viola Eva Presentation for Agile Impact Conference 2018 Day 2. "How to use agile practices to transform digital marketing"

1. Viola Eva
AGILE PRACTICES TRANSFORM
DIGITAL MARKETING
How to run marketing experiments
to improve product success

2. ABOUT VIOLA EVA
SEO. Flow seeker. Speaker.
White Light Digital Marketing
Agency specialized in SEO
Based on “Build. Measure. Learn.” principles
> Agency: WWW.WLDM.IO
> Conference: WWW.DMSS.IO

3. We will cover…
• A new definition of product success
• Why you should use testing in digital marketing
• How to successfully run tests
Who works in marketing?
Who would like to sell more?
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4. Modern product development
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5. Benefits of agile development
• Adaptive to change
• Understand market requirements during development
• Risk management (investment/ ROI)
• Decrease uncertainty
• Shorter cycles
• Customer review on design and usability
• Pivot based on main learnings
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6. What makes a product
successful?
• Performance
• Reliability
• Durability
• Unique features
• Solves a problem
• Proven results
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7. Why are you building this product?
GOAL
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8. What makes a product
successful?
• Performance
• Reliability
• Durability
• Unique features
• Solves a problem
• Easy to explain
• Practical demo
• Proven results
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• Product market fit
• Adoption rate
• Cost of customer acquisition
• Conversion rate
• Customer lifetime value
• Customer retention rate
• Customer satisfaction
• Customer testimonials

9. Marketing will transform your
product success.
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10. Marketing funnel
How do we
Acquisition …attract new customers?
Activation ...improve their first experience?
Retention ...keep them coming back for more?
Revenue ...find additional revenue streams?
Referral ...get customers to recommend us?
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11. AGILE +
DIGITAL MARKETING =
♥
Digital marketing is
• Data-driven
• Measureable
• Transparent
• Direct feedback
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13. Holistic product success
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14. DIGITAL MARKETING 101
Five steps to build a successful marketing campaign:
 GOAL
 TARGET
 CHANNEL
 MESSAGE
 PRICE
(GTCMP)
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15. Testing the same product
The same product can be a success to
• Another audience
• With different positioning
• With different value propositions
Are you using the right channels?
Do you test different audiences & positioning?
Can you build and test different product variations?
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16. Testing a new product
• New channels
• New customers
• New growth opportunities
• New markets
Let’s embark into the unknown!
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17. Testing in digital marketing
 GOAL = Product market fit
 TARGET = Target audience/ customers
 CHANNEL = Placement
 MESSAGE = Promotion/ Value proposition/ Positioning
 PRICE = Pricing
Who is interested? Which channels convert? Which message
works? What price point is attractive?
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18. TEST SETUP: Step by step
1. Assumption mapping
2. Experiment mapping
3. Experiment setup and launch
4. Generate learnings
5. Pivot and improve
6. Roll out what works
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19. EXAMPLE
Swiss provider of online-courses.
Covers all areas of learning: Languages, cooking, sports,
business classes…
Course development is expensive and time-consuming.
Project: Test if new course ideas will work before producing
them.
Product idea: Microsoft Office Online Courses
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21. Assumption mapping
Question your beliefs!
Let’s review assumptions and turn them into a hypothesis.
• Question/idea
• Describe the problem
• Hypothesis: If x happens, then y happens
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22. Assumption mapping: EXAMPLE
• MS Office courses are wanted.
• This is a B2C product.
• Customers have buying intent for MS Office courses.
• Customer only starts researching courses when in need (pain
points/ moment of need driving demand).
• Customers search for courses online and on Google (not
social media).
• Short and specific modules for designated problems are
preferred over extensive and long courses.
• Customer wants to interact with a teacher/ mentor.
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24. Experiment mapping
Let’s turn the hypothesis into a test.
• Solution/ Experiment design
• Minimum success metric
• Project timeline
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25. Experiment mapping:
EXAMPLE
• Hypothesis: We can generate sufficient qualified traffic from
Google (organic, AdWords).
• Experiment design: Create AdWords campaign to review
search volume, click-through-rate and amount of visitors, incl.
keyword research, campaign setup and reporting.
• Success metric: ? visitors per month
• Project timeline: 6-8 weeks
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27. Experiment setup
Let’s setup a testing environment.
• Pay-per-Click is your friend. AdWords, Facebook ads,
Instagram ads, LinkedIn ads… = Traffic on demand.
• Landing page builders liberate us from technical, budget and
time constraints on our website.
• Tracking is king and Google Tag Manager and Analytics your
new besties.
• You want a independent test environment and end-to-end
control of the marketing funnel.
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28. Experiment setup:
EXAMPLE
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30. Generate learnings
Typical success metrics to measure:
• Total impressions for ads
• Click-through-rates for ads
• Unique visitors on page
• Time on page, bounce rate, pages visited
• Website usage based on heat maps
• Conversion rates on call to actions
• Learn more, sign up, add to cart, proceed to check out…
 Ideally all AB tested with different variations.
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31. Generate learnings:
EXAMPLE
• Low search volume on Google.
• High click-through-rate for ads around „online courses” vs.
local offers.
• Extremely high click-through rates on website to “learn more”
about online courses for unspecific offer.
• AB Test: Value proposition with teacher/mentor preferred
over without.
• AB Test: Highly price sensitive: Decrease in click-through-
rate.
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33. Next steps:
EXAMPLE
• The MS office course is not promising for B2C via online sales
via Google = small market size.
• However, still big market demand from B2B partners. Pilot/
test for B2B marketing strategy needed.
• Then final decision on product development.
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34. TESTING SUMMARY
You can test (and learn) all elements of your marketing strategy:
 GOAL
 TARGET
 CHANNEL
 MESSAGE
 PRICE
(GTCMP)
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35. Which channels have you tested?
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36. WHAT IS YOUR FIRST TEST?

37. Let’s talk.
viola@wldm.io
Viola Eva
WLDM.IO