Евгения Смородинкова (Welltory): Принцип работы Welltory на примере аналитики
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Welltory Co-Founder Евгения Смородинкова выступила на международной конференции по мобильному маркетингу TargetSummit Moscow Early 2017 (http://targetsummit.com). Она рассказала о том как работает Welltory на примере классической аналитики приложений и провела аналогию с KPI и ROI. Доклад о функционировании приложения с необычными функциями- обязателен к просмотру!
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Евгения Смородинкова (Welltory): Принцип работы Welltory на примере аналитики
- 1. Marketing in a category that hasn’t existed before
- 2. Google Analytics for humans
- 3. Marketing tracking evolution • Creative • Quantity • Magic driven Old school OFFLINE Before WWW • First tries • First data • People love it Wind of change LIVE INTERNET 1990х GA & NEW ERA 2005 • Quantified • Quality based • Data driven New era begins
- 4. Creative VS Quantified VS You can see results of what you are doing KPI-ROI
- 5. What is going on here?
- 6. New category in self-development • Polar • Garmin • EEG Old school SPORT & SPACE BEFORE • Trackable • Motivational • Cool Wind of change FITBIT 2009 QUANTIFIED SELF 2016 • Quantified • KPI based • Data driven New era begins
- 7. Magical VS Quantified IS You can see results of what you are doing KPI-ROI
- 8. OMG
- 9. Installs 50K Monthly growth rate 30% Failed experiments 108 Measurements 300K Still working on final version
- 10. Our Product-Market-Fit Quest • Closed Alpha • Measure only • Typeform 1800 in waitlist Spring 2016 Audience research • Closed beta • Manual service • Zapier&Intercom 600 served users Autumn 2016 Product research Winter 2016-2017 Marketing research • Open beta • Public launch • Experiments 1->3% conversion
- 11. Our customer - 30-50 years working adult Spend money on fitness to look good 20-30 30-50 55+ Pay therapist and productivity coaches Pay doctors to solve health problems sex money fear Step 1. Audience research
- 12. 77% of them DO have a problem energy age they need they have
- 14. Logic, data, white label, hidden fields
- 15. Step 2. Product research Wellness Course Stress tracker Google Analytics Personal analyst Scalability Progress tracking More trust Hard start Progress tracking Engagement Engagement Scalability Guided quest
- 16. We did all this with smart campaigns
- 18. Saved time1year Conversion3% Messages per week37K They think we are real
- 19. Zapier is a Secret Sauce Typeform-Intercom-Slack-Email-LMS-Segment-PostgreSQL
- 20. Codeless Product Experiments Survey – Database – Messenger – Recommendation – Slack alert
- 21. How to combine tasks + progress + education + gadgets?
- 22. Quantified Real Life RPG 1 year self-development quest Tasks that can’t faked Do – Measure – Learn loop Levels, Karma, XP, Ratings
- 23. Step 3. Market this??
- 24. Questions we need to answer Is it real? What does it mean? What should I do with that? 01 02 03 What do you mean by Quantified Self?04
- 26. Tons of explanation – cases, proofs, etc Emails vs Energy Code vs Training
- 27. It’s more like B2B SaaS marketing KNOW PR, Events, SMM Friends, InfluencersTRUST GET IDEA Like – It’s Cool! Buy – It Helps! Try – It’s Real! Lectures, Helpdesk External touch
- 28. 4 keys for new product marketing 01. Audience Don’t think you know them 02. Product Don’t think you know that 03. Channels Don’t think it’s easy 04. Team Don’t think you can just hire them
- 29. Try it Your competitors will not