iSearch ALPHA Camp - 用數據建立行銷成功方程式
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This document discusses using data-driven marketing to build successful marketing formulas. It covers topics like data-driven marketing trends, setting goals and key metrics to measure success, testing and optimizing marketing campaigns, and challenges around integration. The future of digital marketing is also discussed, including the decline of cookies and rise of new identification methods like Android Ad ID for tracking users.
iSearch ALPHA Camp - 用數據建立行銷成功方程式
- 1. ⽤用數據建⽴立⾏行銷成功⽅方程式 ! Bernard Chan 2014.10.08
- 2. 2
- 3. Agenda • Data Driven Marketing • Future & Trends
- 4. Product Ad Tech Growth Bernard
- 5. 5
- 6. 10 週新創事業實戰營 MARKETING & GROWTH 行銷用戶成長實戰技 6 WEB DEVELOPMENT 全端設計與 開發 iOS APP DEVELOPMENT Mobile App 開發 Full Time Full Time Part Time
- 7. | Alvin Woon | Frank Chen Jon Myers Morgan Brown | Brian Yang | Gso Tseng Hyon Ho Son Sal Matteis | Toni Tang | Jose Lin Raphael Cohen
- 8. Roger Chen Shingo Murakami | PK Lin 3 40 多為國外內創業 / 科技 導師與 Mentor
- 9. 8 從四月開始 － 創業 / 就職 畢業 45 天內 100% 就職! ! ! AppWorks Batch #9! ! ! 上線四周：NTD 200,000 營收! !
- 10. Data Driven ! Marketing
- 12. Banner Search Source: http://www.slideshare.net/randfish/strategic-web-marketing
- 14. Banner / Content / SEO / SEM / Social / Mobile Retargeting Banner / Content / Social / Email / Mobile Source: http://www.slideshare.net/randfish/strategic-web-marketing
- 16. 1) Deciding what to use 2) Integration
- 17. Data becomes you guide
- 18. Goal Driven
- 19. STEP 1! Identify success! formula / metrics
- 20. 19 Formula - three levels 1.Business! ! 2. Product! ! 3.Marketing
- 21. Business level
- 22. •電⼦子商務 | E-commerce: VCAR X X Avg Order Value = Revenue 21 Business level - 電子商務 Visits Conversion per Visit
- 23. 22 Business level - 電子媒體 •電⼦子媒體 | Digital Media: PAYR Visits CPM (Yield) No. of Ad Units per Page X X Pageview = Revenue 1,000 Avg ! Page/Visit X
- 24. Product level
- 28. Chamath Palihapitiya VP of Growth, Facebook Get any individual to 7 friends in 10 days http://growthhackers.com/videos/chamath-palihapitiya-how-we-put-facebook-on-the-path-to- 1-billion/
- 29. Marketing level
- 30. Campaign: ROI
- 31. LTV CAC Lifetime Value Customer! Acquisition Cost User:
- 32. Lifetime Value Examples • Subscription $! •Avg contract / subscriber! •Discount rate https://blog.kissmetrics.com/how-to-calculate-lifetime-value/
- 33. 32 LTV vs. CAC by segment (cohort) • Segments i / j / k • LTV(i) — CAC(i) • LTV(j) — CAC(j) • LTV(k) — CAC(k)
- 34. Cohort Analysis
- 35. Cohort Analysis：檢視產品的進步 Active (paying)! users (加了⼀一堆功能後） Version 1 Time Version 2! core happy customers 100% 50% Month 0 Month 6 Month 12
- 36. LTV CAC! ! ⾏行銷，就是敢花錢！
- 37. LTV CAC! ! ⾏行銷，就是當找到公式後，敢花錢！
- 38. STEP 2! Test Optimize
- 39. 38 Basecamp example: landing page
- 40. Revenue Per Visit: +17% 25,000 visitors, statistical significance of 95%. Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/ 39
- 41. 40 Movexa example: landing page Copywriting
- 42. 41 Tripstr example: ads CTR = ↑17%
- 43. 42 Optimization is a never-ending process
- 44. Integration
- 46. 45 Drive to single Goal
- 47. 46
- 48. Future Trends
- 49. 1. Real Time Bidding
- 50. RTB 在美國的趨勢 2012-13 growth 75% % of ad spend 19%
- 51. 1. Name your own Price 2. Cross platform inventory 3. Data driven delivery
- 52. Data made possible by Cookie
- 53. 2. “Cookie is Dead” Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
- 54. 53 The future without cookie: Single Sign On (SSO) (Login cookie) Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
- 55. 54 Android Ad ID The future without cookie: ID IDFA Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
- 56. The future without cookie: Others Email! Matching Device Recognition
- 58. 2015 . 03 . 01 開課 2015 年初開始接受報名 h;p://www.alphacamp.tw 30多家 Startup 夥伴 提供實習/工作 機會 40多位 台灣，香港， 美國的導師與 顧問團隊 3 項 Startup 實 戰能力 10 週 結合理論與 實做的專業 特訓