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Growth Hacking How to create kickass marketing strategies using analytics

Growth hacking: how to use analytics to create kickass marketing strategies

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Page 1: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

How to create kickass marketing strategies using analytics

Page 2: Growth hacking: how to use analytics to create kickass marketing strategies

@evelinesmet

The Farm

Free-lance

Start upBBDO

My career path so far

powered by

Page 3: Growth hacking: how to use analytics to create kickass marketing strategies

Freelance clients

Page 4: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Should we increase our Facebook budget this year? What is the ROI?

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

Page 5: Growth hacking: how to use analytics to create kickass marketing strategies
Page 6: Growth hacking: how to use analytics to create kickass marketing strategies

Every year, there’s a new trend in marketing land..

Growth Hacking

Digital Marketing

Content Marketing

Inbound Marketing

Page 7: Growth hacking: how to use analytics to create kickass marketing strategies

Every year, there’s a new trend in marketing land..

Growth Hacking

Digital Marketing

Content Marketing

Inbound Marketing

You have to be where your customers are

You have to create value

You have to optimize your owned channels

You have to generate sales byusing analytics

Page 8: Growth hacking: how to use analytics to create kickass marketing strategies

Let’s talk about..

Growth Hacking

Inbound Marketing

You have to optimize your owned channels

You have to generate sales byusing analytics

Page 9: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get

prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting

content.

Page 10: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

Page 11: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

Page 12: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

Case study: inbound marketing for B2B client

Page 13: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

Case study: inbound marketing for B2B client

Client Me

Page 14: Growth hacking: how to use analytics to create kickass marketing strategies

Case study inbound marketing for B2B clientInbound Marketing

own channel

Page 15: Growth hacking: how to use analytics to create kickass marketing strategies

2014%

2015%

Inbound Marketing

Case study inbound marketing for B2B clientChannel: e-mail

Page 16: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

Learning: Sending more e-mails will not do the trick for this B2B client

Page 17: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing Digital Strategy 2015 for B2B client

More SEO - optimization

More partnerships => referrals

Optimize conversions via direct by optimizing website

Leverage own channels

Optimize paid search

Send less mails but make them more targeted

Perform tests with # social media channels

Case study inbound marketing

Page 18: Growth hacking: how to use analytics to create kickass marketing strategies

Inbound Marketing

The marketing funnel

TV-advertising

e-mails, fb ads to fans Referral

Google AdWords CTA on website Remarketing

sales subscription

Targeted banner

First determine which phase in the funnel you want to target, then choose your channels accordingly

Page 19: Growth hacking: how to use analytics to create kickass marketing strategies

What is growth hacking?

Page 20: Growth hacking: how to use analytics to create kickass marketing strategies

Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain

exposure. Growth hackers focus on low-cost and innovative alternatives to traditional marketing.

Page 21: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Growth Hacking

Dropbox didn’t spend much on marketing, they created a clever growth hack. By referring your

friends, you would get extra space.

Page 22: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Hotmail hacked virality by adding this simple phrase to each e-mail

Page 23: Growth hacking: how to use analytics to create kickass marketing strategies

Spotify ‘spammed’ Facebook with the songs people were listening too. Another clever way of gaining

traction.

Page 24: Growth hacking: how to use analytics to create kickass marketing strategies

Mobile Vikings used one of their USP’s (a lot of GB for little money) to create a viral hack. They gave

their users unlimited internet for a day and encouraged them to setup hotspots for their friends.

Page 25: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Growth hacking isn’t purely digital. Back in 1950, Mc Donalds figured out that 80% their clients were

commuters and truckers. So they created the golden arches to become more visible on the highways.

Page 26: Growth hacking: how to use analytics to create kickass marketing strategies

Airbnb hacked the Craigslist API so that every post was automatically published to the platform. This

hack got them a lot of traction.

Page 27: Growth hacking: how to use analytics to create kickass marketing strategies

Twitter knew that it was all about active users and that users would only revisit their platform if they

followed at least 5 users. So they made a following suggestion page.

Page 28: Growth hacking: how to use analytics to create kickass marketing strategies
Page 29: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Page 30: Growth hacking: how to use analytics to create kickass marketing strategies

Know your customer

Map your conversion funnel

Identify what you are going to optimize

Set KPI’s so that you can measure

Track everything in Google Analytics

Keep optimizing & testing

Growth hacking checklistGrowth Hacking

Page 31: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Know your customer

Page 32: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

vs

Know your customer

Page 33: Growth hacking: how to use analytics to create kickass marketing strategies

A conversion funnel is really an idea or a way to visualize and comprehend the flow and conversion of potential customers into paying customers. If you can

understand and analyze the process, then you can take actions to improve that flow.

Page 34: Growth hacking: how to use analytics to create kickass marketing strategies

Business Step #01

Check out

Business Step #03

Online shopping websiteGrowth Hacking

Add to cartSign upVisit website

1000

200

5040

Map your conversion funnel

Page 35: Growth hacking: how to use analytics to create kickass marketing strategies

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

50

Conversion rate = 4%

Check out

40

1000

Visit website

Map your conversion funnel

Online shopping website

Page 36: Growth hacking: how to use analytics to create kickass marketing strategies

Visit website

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign up

200

50

Conversion rate = 4%

Cost per acquisition :25€

Check out

40

Cost per click :1€

Visit website

1000

Map your conversion funnel

Online shopping website

Page 37: Growth hacking: how to use analytics to create kickass marketing strategies

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

50

Cost per acquisition : 25€

Check out

40

Lifetime value : 100€

Cost per acquisition :25€

Revenue per user : 75€

Map your conversion funnel

Cost per click :1€

Visit website

1000

Page 38: Growth hacking: how to use analytics to create kickass marketing strategies

No e-commerce? No problemGrowth Hacking

Map your conversion funnel

Track incoming enquiries

Track newsletter opt-ins

Track number of calls

Track new subscribers

Track number of content downloads

Page 39: Growth hacking: how to use analytics to create kickass marketing strategies

Lead tracking: RaylexGrowth Hacking

Map your conversion funnel

Don’t track contact forms. Track leads. Try to track as close as possible to the actual sale. If you don’t sell

directly on your website, track store location searches.

Page 40: Growth hacking: how to use analytics to create kickass marketing strategies

Cost per click :1€

Visit website

1000

Business Step #01

Check out

Business Step #03

Growth Hacking

Add to cartSign upVisit website

200

5040

Channel testing

Facebook sign in

Show what friends have bought Give discount

Abandon cart CTA

Identify what you are going to optimize

Add CTA button

Page 41: Growth hacking: how to use analytics to create kickass marketing strategies

Growth hacking in each stage of user behavior

Acquisition

Activation

Retention

Referral

Revenue

People visit your website

They sign up

They keep using your product / service

They tell their peers

User behavior is monetized

AirBnB: tell your friends & get a discount

Ace & Tate: get a discount if your friends buy

Twitter: follower suggestions

Online casino: sign up and get free cash

Spotify: Facebook integration

Mobile Vikings: free internet for hotspots

Facebook: daily / weekly roundup mail

Netlog: sign up to see your friends’ profiles

Hotmail: PS I love you

Twenty 20: If your picture gets picked, you get cash

Growth Hacking

Identify what you are going to optimize

Page 42: Growth hacking: how to use analytics to create kickass marketing strategies

KPI’s per stage of user behavior

Acquisition

Activation

Retention

Referral

Revenue

People visit your website

They sign up

They keep using your product / service

They tell their peers

User behavior is monetized

Shares via social / mail / ..

conversion rate per source

Active users - completed profiles

sign up conversion rate

time on site - pages viewed

Number of shares per person - conversion rate

Number of actions done per user

sign up per source

cost per acquisition per source

revenue per source

Growth Hacking

Set KPI’s so you can measure

Page 43: Growth hacking: how to use analytics to create kickass marketing strategies

Set actionable KPI’S

Number of Facebook fans VS

Growth Hacking

Set KPI’s so you can measure

Revenue coming via Facebook

Number of downloads app VS Number of active users app

Pageviews VS Time on site + number of pages viewed

Cost per click VS Cost per action

Page 44: Growth hacking: how to use analytics to create kickass marketing strategies

We have a CPC of 2€, is that good?

Page 45: Growth hacking: how to use analytics to create kickass marketing strategies

World’s first banner vs Coolblue bannerGrowth Hacking

Set KPI’s so you can measure

CTR: 78% CTR: 3%

Which banner will have the best results?

Page 46: Growth hacking: how to use analytics to create kickass marketing strategies

Set KPI’s so you can measure

Growth Hacking

Reach is not a good KPI

Target as narrow as possible

Page 47: Growth hacking: how to use analytics to create kickass marketing strategies

Set KPI’s so you can measure

Growth Hacking

Facebook ads reach paradox

If your ads are targeted right, they don’t need to be show to a lot of people to get the right results. If it is necessary that ads get a lot of reach, it is because

they don’t work that good.

Page 48: Growth hacking: how to use analytics to create kickass marketing strategies

Set KPI’s so you can measure

Growth Hacking

Comparison between different Facebook apps

Page 49: Growth hacking: how to use analytics to create kickass marketing strategies

Track everything in Google Analytics

Growth Hacking

Page 50: Growth hacking: how to use analytics to create kickass marketing strategies

Track everything in Google Analytics

Growth Hacking

Page 51: Growth hacking: how to use analytics to create kickass marketing strategies

Track everything in Google Analytics

Growth Hacking

Cost per acquisition

Lifetime value

Revenue per user

Is my marketing being effective? Am I making money?

=

-

Page 52: Growth hacking: how to use analytics to create kickass marketing strategies

Track everything in Google Analytics

Growth Hacking

Conversion rate per channel In which channel should I invest?=

Cost per acquisition per channel

Which channel is most cost efficiently? =

Most visited blogpost / pages Which content should I use for my campaigns?=

Internal search terms Which content should I add to my page=

Channel optimization

Content optimization

Page 53: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

A/B testing

Keep optimizing & testing

Page 54: Growth hacking: how to use analytics to create kickass marketing strategies

Growth Hacking

Keep optimizing & testing

Page 55: Growth hacking: how to use analytics to create kickass marketing strategies

Check your own hood and use your insights to improve your overall strategy and / or product design.

Page 56: Growth hacking: how to use analytics to create kickass marketing strategies

Use insights about users to optimize your platforms

Page 57: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Should we increase our Facebook budget this year? What is the ROI?

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

Page 58: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Why aren’t people signing up on my website?

Page 59: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Is this marketing campaign effective?

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process

Page 60: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Should we shift our offline budget to online?

Should we advertise on Linkedin / instagram or twitter ?

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

Page 61: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Should we shift our offline budget to online?

Let’s set up KPI’s, test and evaluate the different channels.

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

Page 62: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Let’s make sure we can calculate the effectiveness of offline channels & benchmark them.

Let’s set up KPI’s, test and evaluate the different channels.

How can I get more people to buy my product / service?

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

Page 63: Growth hacking: how to use analytics to create kickass marketing strategies

What clients ask :

Let’s check the cost per acquisition for Facebook & set KPI’s.

Let’s calculate the revenue per user and check the cost per acquisition.

Let’s make sure we can calculate the effectiveness of offline channels & benchmark them.

Let’s set up KPI’s, test and evaluate the different channels.

Let’s optimize your content and your marketing strategy.

Let’s see where they drop outand how we can A/B test with different CTA’s or optimize the sign in process.

Page 64: Growth hacking: how to use analytics to create kickass marketing strategies

Marketing vs sales

Page 65: Growth hacking: how to use analytics to create kickass marketing strategies

It’s not all about the money

Page 66: Growth hacking: how to use analytics to create kickass marketing strategies

Different brand purposes

Community building

Costumer service

Getting customer feedback

A platform for user generated content

Page 67: Growth hacking: how to use analytics to create kickass marketing strategies

Testable, trackable, scalable

Make sure everything you do is:

Thx! @evelinesmet