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Victor Task Rabbit Sxsw Talk Final
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Lean Marketing
• PR • SEM • SEO • Billboards • Radio ads • Daily deals • Street teams • Flyering • Direct mail • Promotional discounts • Adopt a highway • Direct Sales • …
If you only had $1.00 more to spend, where would you put it?
What drives this decision?
Radio ads ($100) 58%
Word of mouth ($95) 12%
SEM (-‐$25) 10%
Guerilla ($87) 8%
Adopt a Highway (-‐$85)
5%
Billboards (-‐$3,000)
4%
Everything else ($25) 3%
Constant Channel Measurement • PR • SEM • SEO • Billboards • Radio ads • Daily deals • Street teams • Flyering • Direct mail • Promotional discounts • Adopt a highway • Direct Sales • …
If you only had $1.00 more to spend, where would you put it?
When you’re young, do what you’re good at
Build a strong brand idenNty
Who will use us?
What do they need us for?
Where will they realize they need us?
How we learned where to spend on acquisition
Test
Measure Refine
Positioning Target market
Use cases Marketing channels
Top of funnel CPA Churn Lifetime Value
Test new channels Test new campaigns
Reinforce working campaigns Scale effective channels
Ideation
Build a strong brand idenNty
Who will use us?
What do they need us for?
Where will they realize they need us?
How we learned where to spend on acquisition
Test
Measure Refine
Positioning Target market
Use cases Marketing channels
Top of funnel CPA Churn Lifetime Value
Test new channels Test new campaigns
Reinforce working campaigns Scale effective channels
We measure impact every day
Ideation
• KISS Metrics • Google analytics • SurveyMonkey • GUI based email provider (madmimi, mailchimp) • SQL • Shell based scripting language (python, ruby, etc.) • Graphic design: Photoshop, Illustrator • Rapleaf • Daily marketing dashboards (Excel, RJ Metrics, etc.)
• Interview real customers in person
How do we measure? Essential tools for startup marketers
Go beyond: Our internal tracking tool gives us more visibility • Tracking by user
– Parse HTTP requests – Referrer, utm parameters,
domain, search term – Associate with user ID – 30-day retroactive cookie
User ID 228297 Date 2/28/12 3:52 utm_source google utm_medium cpc data hXp://www.google.com/aclk?sa=l&ai= … domain www.google.com utm_content FurnitureDelivery_BP utm_term furniture delivery service utm_campaign S_Tasks
This user may have joined from adwords
Iden=fy macro-‐trends in channels, messaging, demographics, zip codes
30 days ago
Today
User signs up
Email Newsletter
First Task Posted
Set tracking cookie
• 60% of all new TaskPosters receive a quick survey • Helps measure word-of-mouth, offline and other hard-to-
quantify sources
Automatic channel surveys reveal the qualitative
Where would you spend your marketing dollars?
Geographic measurements tell us where virality seeds
• Email newsletter weekly A/B testing by geo
• Rules and behavior based emails
• Loyalty program user research
• Advocacy and research groups (e.g. Yelp elite, ModSquad)
Don’t forget about retention – it’s cheaper
Test
Measure
• Current “Rabbit Report” converts at 20% • Let’s test 30-day conversions per user
– TaskRabbit vs. Task of the week
Weekly Testing: Newsletter example
View rate: 40% CTR: 80% Conversion: 35%
Cost per email: $0.01 Cost per task: $0.09
View rate: 40% CTR: 60% Conversion: 10%
Cost per email: $0.01 Cost per task: $0.42
• Test everything: not just channels • It’s brand, location, messaging, value proposition, AND
channel testing
Be Holistic
Positioning
5% Disp. Conv.
10% Disp.Conv.
Geo
Brand
Channel