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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
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 [email protected]
@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 [email protected]
@bernischaffer | @TheVentury
@berni.schaffer | @TheVentury
SAYHELLO
BYE BYE