iSearch ALPHA Camp - 用數據建立行銷成功方程式

http://www.alphacamp.tw/

在廣告工具選擇眾多的今天，身為行銷人員或網站經營人員該怎麼透過共通的數據去評估你的廣告投資報酬率，進而形成一個廣告投資組合?

Transcript

1. ⽤用數據建⽴立⾏行銷成功⽅方程式   ! Bernard  Chan   2014.10.08
3. Agenda •
   %BUB
   %SJWFO
   .BSLFUJOH
   •
   'VUVSF
   
   5SFOET
4. Product Growth Ad Tech Bernard
6. 10 週新創事業實戰營 6 全؊℟ί∻   Ῐứ Mobile  App     Ῐứ 'VMM
   5JNF 'VMM
   5JNF 1BSU
   5JNF ྛ⇍Ⴈ㊒Ӯṵℯ≳࠯ WEB DEVELOPMENT iOS APP DEVELOPMENT MARKETING & GROWTH
7.  | Frank Chen 
   | Alvin Woon Jon Myers  | Brian Yang Morgan Brown 
   | Gso Tseng Hyon Ho Son Sal Matteis 
   | Toni Tang 
   | Jose Lin Raphael Cohen  Roger Chen Shingo Murakami 
   | PK Lin 3 40 多為國外內創業 / 科技 導師與 Mentor
8. 8 ạඹᄅῘ൓
   Ē
   ẙ∊
   
   ࣼ⊊ 畢業 45 天內 100% 就職! ! ! AppWorks Batch #9! ! ! 上線四周：NTD 200,000 營收! !
9. Data Driven ! Marketing
10. Source: http://www.slideshare.net/randfish/strategic-web-marketing
11. Source: http://www.slideshare.net/randfish/strategic-web-marketing Banner Search
12. Source: http://www.slideshare.net/randfish/strategic-web-marketing
13. Source: http://www.slideshare.net/randfish/strategic-web-marketing Banner / Content / SEO / SEM / Social / Mobile Retargeting Banner / Content / Social / Email / Mobile
14. Market’s challenge
15. 1) Deciding what to use 2) Integration
16. Data becomes you guide
17. Goal Driven
18. STEP 1! Identify success! formula / metrics
19. 19 'PSNVMB
    
    UISFF
    MFWFMT 1.Business! ! 2.Product! ! 3.Marketing
20. Business level
21. 21 #VTJOFTT
    MFWFM
    
    ểሰഅ↩ Visits Conversion per Visit Avg Order Value X X Revenue = VCAR • 電⼦子商務 | E-commerce:
22. 22 #VTJOFTT
    MFWFM
    
    ểሰૂⅴ Visits CPM (Yield) No. of Ad Units per Page X X Revenue = PAYR • 電⼦子媒體 | Digital Media: 1,000 Avg ! Page/Visit X Pageview
23. Product level
24. 500Startup: AARRR
25. 500Startup: AARRR RETENTION
27. $IBNBUI
    1BMJIBQJUJZB
    71
    PG
    (SPXUI
    'BDFCPPL Get any individual to 7 friends in 10 days http://growthhackers.com/videos/chamath-palihapitiya-how-we-put-facebook-on-the-path- to-1-billion/
28. Marketing level
29. Campaign: ROI
30. LTV > CAC Lifetime Value Customer! Acquisition Cost User:
31. -JGFUJNF
    7BMVF
    &YBNQMFT https://blog.kissmetrics.com/how-to-calculate-lifetime-value/ • Subscription $! • Avg contract / subscriber! • Discount rate
32. 32 -57
    WT
    $"$
    CZ
    TFHNFOU
    DPIPSU • Segments i / j / k • LTV(i) — CAC(i) • LTV(j) — CAC(j) • LTV(k) — CAC(k)
33. Cohort Analysis
34. Cohort Analysis：檢視產品的進步 Active (paying)! users Time Month 0 Month 6 Month 12 Version 2! (加了⼀一堆功能後） Version 1 core happy customers 50% 100%
35. LTV > CAC! ! ⾏行銷，就是敢花錢！
36. LTV > CAC! ! ⾏行銷，就是當找到公式後，敢花錢！
37. STEP 2! Test & Optimize
38. 38 #BTFDBNQ
    FYBNQMF
    MBOEJOH
    QBHF
39. 39 Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/ 3FWFOVF
    1FS
    7JTJU
    
     
    WJTJUPST
    
    TUBUJTUJDBM
    TJHOJGJDBODF
    PG
    
40. 40 .PWFYB
    FYBNQMF
    MBOEJOH
    QBHF $PQZXSJUJOH
    
41. 41 5SJQTUS
    FYBNQMF
    BET CTR = ↑17%
42. 42 0QUJNJ[BUJPO
    JT
    B
    OFWFSFOEJOH
    QSPDFTT
43. Integration
44. 44 Track everything!
45. 45 Drive to single Goal
47. Future & Trends
48. 1. Real Time Bidding
49. 35#
    ᄝૅἽ֥⃮Ⅎ 2012-13 growth 75% % of ad spend 19%
50. 1. Name your own Price 2. Cross platform inventory 3. Data driven delivery
51. Data made possible by Cookie
52. 2. “Cookie is Dead” Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
53. 53 5IF
    GVUVSF
    XJUIPVU
    DPPLJF
    4JOHMF
    4JHO
    0O
    440 (Login cookie) Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/
54. 54 Android Ad ID Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/ 5IF
    GVUVSF
    XJUIPVU
    DPPLJF
    *% IDFA
55. 5IF
    GVUVSF
    XJUIPVU
    DPPLJF
    0UIFST Email! Matching Device Recognition
56. blog.alphacamp.tw
57. 
    
    
    
    
    Ῐ῜
    
    ୍ԚῘ൓ࢤ൳Ḹ଀   h;p://www.alphacamp.tw ؟ࡅ Startup  ᘙϴ   ิ܂ℯ↮۽ቔ Ὠ὜ ؟໊ ෻↉đཐۖđ ૅἽ֥ẹ℩∻ Ἢ↜ↀộ 
    ⇊ 4UBSUVQ
    ℯ ≳ି৯ 
    䵆 ᾵ކ৘⁠∻   ℯቓ֥⊦∊ ห⇪