Growth Hackers of Vienna MeetUp #1 Adrian & Berni

WTF ISGROWTH HACKING?

Ad r i a n Z e t t l - S i n g hC o - F o u n d e r G r o w t h @ T h e Ve n t u r y

@adrianzettl | @TheVentury @adrian.zettl | @TheVentury

A U T O M AT I O N&

E N G I N E E R I N G

E X P E R I M E N T S&

D ATA

G R O W T HH A C K I N G

C R E AT I V E M A R K E T I N G

WHERE DOES IT COME FROM? marketing technique/approach/mindset Sean Ellis in 2010 developed by startups (i.e. SaaS) using creativity, analytical thinking, and social metrics  mostly online: SEO, web analytics, content marketing, A/B testing, …. low-cost, innovative alternatives to traditional marketing social media & viral marketing vs. traditional media buying particularly important for startups (lean & “growth first, budgets

second”) now relevant for corporates as well!

THE GRAND M IX

P E R F O R M A N C E M A R K E T I N G

SEOANALYTICS

PROGRAMMING

U X / U I D E S I G N D I G I TA L M A R K E T I N G

DATA

EXPER IMENT DES IGN

C O N T E N T

P R O D U C T D E V E LO P M E N T

SOC IAL MED IA

I N T E G RAT I O N

EMAIL

NUDGING

KPI A P I

U S E R R E S E A RC H

C R E AT I V I T Y

A / B T E S T I N G

METRICS

MARKETER

ENTREPRENEUR

IT DEVELOPER

GROWTH HACKER

MAD MAN

MATH MAN

THE GROWTH CYCLE

E X P E R I M E N T

M E A S U R EO P T I M I Z E

THE GROWTH PROCESS

1

2

3

4

6

5

1 . G E N E R AT E I D E A SCampaigns, strategies, tactics towards your goals in the for of

hypotheses

4 . A N A LY Z ECompare results to your

hypotheses and ask ‘why‘

2 . O R G A N I Z E & P R I O R I T I Z ERate, rank & compare their potential impact, how confident your are and consider the resources required

6 . R E P E ATGo back to where it hurts

and repeat the process

3 . T E S TExecute your ideas by developing test scenarios for your hypotheses

5 . O P T I M I Z EUse learnings to improve your execution and systematize the

idea

WHO IS RESPONS IBLE?

M A R K E T I N G P R O D U C T O P E RAT I O N S F I N A N C E H R

G R O W T H

WHAT IS TH IS “FUNNEL“ TH ING?

T H E R O A D YO U D E S I G N F O R YO U R C U S T O M E R S T O R E A C H YO U

REDUCE FR ICT ION

Make i t easy f o r you r cus tomers to keep go ing on your road

P IRATE METR ICS (A ARRR) by Dave McClure

AQ U I S I T I O N

AC T I VAT I O N

R E T E N T I O N

R E F E R RA L

R E V E N U E

NEXT T IME RETENT ION ; - ) Metrics: The core of growth hacking Categories of growth hacks What is viral and how do I measure it?

IF IT’S NOT WORTH MEASURING, IT’S NOT WORTH DOING.

AND ALSOGUT FEELING DECISIONS

ARE FOR LITTLE PUSSIES….

…NOT FOR MARKETERS, KICKASS CONTENT PRODUCERS

OR ENTREPRENEURS

CONTACTAdrian Zettl-Singh | MBus, MJourn, BA

TheVentury GmbHSchottenring 33G1010 ViennaAUSTRIAadrian.zettl@theventury.comwww.TheVentury.com

@adrianzettl | @TheVentury

@adrian.zettl | @TheVentury

SAYHELLO

BYE BYE

GET INTO YOUR BASIC GROWTH HACKING MINDSET

B e rn h a rd S c h a ff e rH e a d o f G r o w t h @ T h e Ve n t u r y

@bernischaffer | @TheVentury @berni.schaffer | @TheVentury

MARKETER

ENTREPRENEUR

IT DEVELOPER

GROWTH HACKER

GOOGLE ANALYTICS CERTIFICATIONFor understanding how your users are using your product

G O O G L E A N A LY T I C S C E RT I F I C AT I O N WHY ?

Understand GA data Collect the right and actionable data Set up reports for performance control Set up conversions

G O O G L E A N A LY T I C S C E RT I F I C AT I O N WHAT YOU GET OUT OF IT:

How GA should be set up How to collect data How to process data How you can built up reports from scratch

G O O G L E A N A LY T I C S C E RT I F I C AT I O N HOW?

Take Analytics Academy Courses: https://analyticsacademy.withgoogle.com/course/1 https://analyticsacademy.withgoogle.com/course/2

Analytics Certification: https://support.google.com/partners/answer/6089738?hl=en

COSTS? Money: 0 € Time:

Learning: about 3hours Exam: max 90min

HUBSPOT INBOUND MARKETING COURSEFor becoming a pro in inbound marketing

INBOUND MARKET ING COURSE WHY ?

SEO (basics) Blogging Landingpages Leader Nurturing Conversions Analysis

INBOUND MARKET ING COURSE WHAT YOU GET OUT OF IT:

Fundamental understanding of how Inbound Marketing works Optimize your website for Search Engines Create content that works Basic understanding of how a landing page should be set up The power of segmentation

INBOUND MARKET ING COURSE HOW?

Hubspot Academy http://certification.hubspot.com/inbound-certification

COSTS? Money: 0 € Time: 5 hours

GOOGLE ADWORDS & FACEBOOK ADS CERTIFICATIONSFor getting those sweet sweet leads cheap and efficient

GOOGLE & FB ADs WHY ?

Start thinking systematically about paid channels How to properly A/B test Find keywords people are actually looking for Optimize your campaign spending

GOOGLE & FB ADS WHAT YOU GET OUT OF IT:

How to build up presence on FB/Instagram Target correctly (+ Best Practices) The best Ad Format for you use case Campaign optimization What to measure and how to do reporting

GOOGLE & FB ADS HOW?

Facebook Blueprint https://www.facebook.com/blueprint

Adwords Certification https://support.google.com/partners/answer/3153810

COSTS? Money: 0 € Time: 4+ hours

LEARN HOW TO CODEFor becoming independent

LEARN HOW TO CODE WHY ?

Be independent from DEV Resources (for basic tasks) Understand how code/DEVs works Implement tracking / A/B tests

LEARN HOW TO CODE WHAT YOU GET OUT OF IT:

Built interactive Websites Learn HTML, CSS and JS Customize your WordPress

LEARN HOW TO CODE HOW?

TeamTreehouse https://teamtreehouse.com/home

Tracks “Frontend End Web Development” & “Learn WordPress”

COSTS? Money: starting at 25 € / month Time: 73 hours

LEARN HOW TO EXCELFor mastering your gathered data

LEARN HOW TO EXCEL WHY ?

Utilize the data you are generating Identify opportunities Become data driven

LEARN HOW TO EXCEL WHAT YOU GET OUT OF IT:

Learn how to do data aggregation with pivot tables Visualize data in order to get your message understood by

everybody Make effective Decisions from Data Get into basic statistical concepts

$49

LEARN HOW TO EXCEL HOW?

edX https://www.edx.org/

Introduction to Data Analysis using Excel https://

www.edx.org/course/introduction-data-analysis-using-excel-microsoft-dat205x-0?gclid=COSP64WcxNICFXUo0wodz7YN1Q

Essential Statistics for Data Analysis using Excel (starting 28.03.2017) https://www.edx.org/course/essential-statistics-data-analysis-using-microsoft-dat222x#!

COSTS? Money: 0 € Time: 24 hours / course

CONTACTBernhard Schaffer | MSc

TheVentury GmbHSchottenring 33G1010 ViennaAUSTRIAbernhard.schaffer@theventury.comwww.TheVentury.com

@bernischaffer | @TheVentury

@berni.schaffer | @TheVentury

SAYHELLO

BYE BYE