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Growth hacking – not just for startups!Sean McClowry
Partner, Deloitte Digital
A U G U S T 2 0 1 8
“The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself.” – (Ryan Holiday)
“Growth hacking is more of a mind-set than a tool kit..” – (Aaron Ginn)
“Growth hacking just means building something quickly or testing the boundaries of what can be done” – (Mark Zuckerberg)
G R O W T H H A C K I N G
13 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
Famous growth hackers …
What is growth hacking?G R O W T H H A C K I N G
13 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
MarketingTech
Customer Insights
Data Driven Mindset
Discovering Opportunities Experimentation & innovation Scaling based on outcomes
G R O W T H H A C K I N G
What are we hacking for?
5 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
Enablement & new op models Transparency and control of your data
Increased customer base and reach
Improved conversion rates Improvements in customer experience
Increased share of wallet Ad spend optimisation Reduced churn
Increased channel adoption
Improved product design and adoption
How to make it work at your company
6 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
Gain a deep understanding of your customersData doesn’t paint the full picture - you really need to understand your customers through multiple techniques
Get the right platform for data-driven marketingA platform to understand and optimise the omni-channel customer experience
Become an Insight driven organisationMeasure the past, optimise the present and predict the future
Change your skills and ways of working Get the right combination of skills and an operating model that brings a data-enabled, agile approach to marketing
Drive a culture of experimentationCrystal balls don’t exist, you need to innovate, experiment and try new things within an overall plan, just like a good startup.
Get the foundation right but have an eye on the futureGet an experimentation op model right as a discipline, roll out technology progressively and have an eye on the future
Gain a deep understanding of your customers
7 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
Know your product Use a variety of techniques to gain
insights
Omni-channel attribution
across the full journey
Get the right platform for data-driven marketing
8 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
Destinations & Channels
Data Sources
1st Party Conversion or event Data
Data Lakes, CRM
e.g. Purchased data
Digital Analytics Data
1st Party
Omni-channel Data
2nd/3rd Party
Online Data Event Data (Ad impressions)
AUDIENCE MANAGER
3rd Party Conversion or event Data
Target Media Optimizer
Off site Advertising
On site Personalisation
Campaign
Direct Marketing
DMP
Become an insight driven organisation
9 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
D u r i n g H o r i z o n s & o n w a r d s
Data & Experience
Analysis
Key activities:
• Omni channel data analysis
• User screen recordings
• SEO and trend analysis
• Service design
• Usability testing
• Co-design workshops
• KBR & KPI definition
• Synthesis
Rapid Prototyping
Key activities:• Onboard synthesis into design
sprints • Cross disciplined teams • Synthesis validated design• Responsive HTML prototypes • Usability testing
Data Driven Solution
Key activities:
• Data driven creative
• Data driven content
• Data driven customer segments
• Personalisation evolution
• Iterative releases
Test & Learn Optimisation
Key activities:
• Cross disciplined optimisation team
• Always-on conversion improvement
• Growth experimentation
• Continuous customer feedback iterations
• Value based prioritisation = CX + Business Value + Ease
Change your skills …
10 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
Growth Hacking
ExperimentationData Science Marketing Optimisation
Service Design / Experience Design Product Design Innovation CultureCustomer Insights
… and ways of working
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G R O W T H H A C K I N G
Drive a culture of experimentation
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G R O W T H H A C K I N G
Gathering ideas for potential experiments from across the
business
Discover
Selecting ideas and investigating them further
Explore
Designing selected experiments and planning their execution
Create
Executing experiments, measuring outcomes and capturing lessons
learned
Run
Drive a culture of experimentation
13 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G
Foundation with an eye on the future
14 | Copyright © 2018 Deloitte Consulting Pty Ltd. All rights reserved.
G R O W T H H A C K I N G