Digital Marketing Framework & Hacking Beyond It : Saptarshi Roy Chaudhury
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The document outlines a digital marketing framework based on the AARRR (Acquisition, Activation, Retention, Revenue, Referral) metrics, emphasizing the strategies marketers can adopt to enhance customer engagement and retention. It provides insights on the essential metrics to measure for each segment and includes questions to assess the effectiveness of marketing efforts. Additionally, it highlights the importance of structured planning, measurement, and real-time marketing tactics to optimize digital marketing campaigns.
![Digital Marketing Framework
& Hacking Beyond it
Saptarshi Roy Chaudhury
@rishi3211us
VP- Marketing
[x]cube LABS](https://image.slidesharecdn.com/marketingframeworkhacking-160515151753/85/Digital-Marketing-Framework-Hacking-Beyond-It-Saptarshi-Roy-Chaudhury-1-320.jpg)
Digital Marketing Framework & Hacking Beyond It : Saptarshi Roy Chaudhury
- 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
- 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
- 17. 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
- 18. Cost of 30 sec. Ad Spot in Super Bowl 2013 : $4 Million
- 20. Be Alert - Time it Right ! 15000 Re-tweets Followers Increased by 8000 20000 Post Likes Followers Increased from 2000 to 36000 REAL TIME MARKETING
- 21. Piggyback