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iSearch ALPHA Camp - 用數據建立行銷成功方程式
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ALPHA Camp
October 08, 2014
Education
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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?
ALPHA Camp
October 08, 2014
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Transcript
⽤用數據建⽴立⾏行銷成功⽅方程式 ! Bernard Chan 2014.10.08
2
Agenda •%BUB%SJWFO.BSLFUJOH •'VUVSF5SFOET
Product Growth Ad Tech Bernard
5
10 週新創事業實戰營 6 全؊℟ί∻ Ῐứ Mobile App
Ῐứ 'VMM5JNF 'VMM5JNF 1BSU5JNF ྛ⇍Ⴈ㊒Ӯṵℯ≳ WEB DEVELOPMENT iOS APP DEVELOPMENT MARKETING & GROWTH
| 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 ạඹᄅῘĒẙ∊ࣼ⊊ 畢業 45 天內 100% 就職! ! ! AppWorks
Batch #9! ! ! 上線四周:NTD 200,000 營收! !
Data Driven ! Marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing Banner Search
Source: http://www.slideshare.net/randfish/strategic-web-marketing
Source: http://www.slideshare.net/randfish/strategic-web-marketing Banner / Content / SEO / SEM /
Social / Mobile Retargeting Banner / Content / Social / Email / Mobile
Market’s challenge
1) Deciding what to use 2) Integration
Data becomes you guide
Goal Driven
STEP 1! Identify success! formula / metrics
19 'PSNVMBUISFFMFWFMT 1.Business! ! 2.Product! ! 3.Marketing
Business level
21 #VTJOFTTMFWFMểሰഅ↩ Visits Conversion per Visit Avg Order Value X
X Revenue = VCAR • 電⼦子商務 | E-commerce:
22 #VTJOFTTMFWFMểሰૂⅴ 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
Product level
500Startup: AARRR
500Startup: AARRR RETENTION
None
$IBNBUI1BMJIBQJUJZB 71PG(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/
Marketing level
Campaign: ROI
LTV > CAC Lifetime Value Customer! Acquisition Cost User:
-JGFUJNF7BMVF&YBNQMFT https://blog.kissmetrics.com/how-to-calculate-lifetime-value/ • Subscription $! • Avg contract / subscriber!
• Discount rate
32 -57WT$"$CZTFHNFOU DPIPSU • Segments i / j / k
• LTV(i) — CAC(i) • LTV(j) — CAC(j) • LTV(k) — CAC(k)
Cohort Analysis
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%
LTV > CAC! ! ⾏行銷,就是敢花錢!
LTV > CAC! ! ⾏行銷,就是當找到公式後,敢花錢!
STEP 2! Test & Optimize
38 #BTFDBNQFYBNQMFMBOEJOHQBHF
39 Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/ 3FWFOVF1FS7JTJU WJTJUPST TUBUJTUJDBMTJHOJGJDBODFPG
40 .PWFYBFYBNQMFMBOEJOHQBHF $PQZXSJUJOH
41 5SJQTUSFYBNQMFBET CTR = ↑17%
42 0QUJNJ[BUJPOJTBOFWFSFOEJOHQSPDFTT
Integration
44 Track everything!
45 Drive to single Goal
46
Future & Trends
1. Real Time Bidding
35#ᄝૅἽ֥⃮Ⅎ 2012-13 growth 75% % of ad spend 19%
1. Name your own Price 2. Cross platform inventory 3.
Data driven delivery
Data made possible by Cookie
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 5IFGVUVSFXJUIPVUDPPLJF4JOHMF4JHO0O 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 Android Ad ID Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/ 5IFGVUVSFXJUIPVUDPPLJF*% IDFA
5IFGVUVSFXJUIPVUDPPLJF0UIFST Email! Matching Device Recognition
blog.alphacamp.tw
Ῐ ୍ԚῘࢤ൳Ḹ h;p://www.alphacamp.tw ؟ࡅ Startup ᘙϴ ิ܂ℯ↮۽ቔ Ὠ
؟໊ ↉đཐۖđ ૅἽ֥ẹ℩∻ Ἢ↜ↀộ ⇊ 4UBSUVQℯ ≳ି৯ 䵆 ކ∻ ℯቓ֥⊦∊ ห⇪