Wantedly Peopleのマーケティング

Marketing × Tech Night #1 ~ データ・ドリブン・マーケティングのコツ ~でお話した登壇資料です。

Wantedly, Inc.
登壇者 | ウォンテッドリー株式会社 新規事業推進室 マネージャー 逆瀬川光人
Wantedly Peopleを中心とする新規事業のビジネス側の責任者。
楽天で培ったモバイルの知識を武器に、ユーザー獲得からプロダクト改善まで幅広くマーケティングに従事。
https://www.wantedly.com/users/49467

Transcript

1. WantedlyͷϚʔέςΟϯά ϦϦʔε1೥3ϲ݄Ͱ200ສϢʔβʔΛಥഁͨ͠Wantedly Peopleͷ ϚʔέςΟϯάͷߟ͑ํ ৽نࣄۀਪਐࣨɹϚωʔδϟʔ ٯ੉઒ ޫਓ Confidential 2018.2.19 | ©2017 Wantedly, Inc.
2. Akito Sakasegawa ΢ΥϯςουϦʔגࣜձࣾ ৽نࣄۀਪਐࣨɹϚωʔδϟʔ ҰڮେֶଔۀޙɺָఱגࣜձࣾೖࣾɻϞόΠϧઓུ՝ʹ഑ଐɻ ָఱશମͷεϚʔτσόΠεܦ༝ͷച্૿ͷͨΊʹɺ֤ࣄۀͷϞόΠϧUI/UXٴͼɺϚʔ έςΟϯάͷίϯαϧۀ຿ɺ৽نࣄۀ։ൃɺΞϥΠΞϯεͳͲɺεϚʔτσόΠεͷ෼ ໺Ͱ෯޿͍ۀ຿ʹैࣄɻϓϩμΫτϚωʔδϟʔͱͯؔ͠ΘͬͨΞϓϦͷ୅දྫͱͯ͠ ͸ɺָఱPointClub΍ɺָఱGatewayͳͲɻ ݱࡏɺ΢ΥϯςουϦʔͰWantedly PeopleΛத৺ͱ͢Δ৽نࣄۀͷϏδωεଆͷ੹೚ऀ ͱͯ͠׆ಈதɻ Confidential 2018.2.19 | ©2017 Wantedly, Inc.
3. Confidential 2018.2.13 | ©2017 Wantedly, Inc. Wantedly People ΧϝϥͰࡱΔ໊͚͔ͩࢗ͘͜͠؅ཧ 2016೥11݄11೔ϦϦʔε 200ສਓ͕࢖͏ແྉͷ໊ࢗΞϓϦɻ ਓ޻஌ೳ͕ෳ਺ͷ໊ࢗΛϦΞϧλΠϜͰղੳɺ ଈ࣌σʔλԽ͠ɺಡΈࠐΜ໊ͩࢗަ׵૬खͱ ͷʮ࿩୊ʯ ΋ఏڙɻ ໊ࢗಡΈࠐΈຕ਺4,000ສຕୡ੒ɻ
4. Wantedly PeopleͷBiz Team͸গਓ਺ Confidential Ϗδωε Πϯλʔϯ શମ 2016.11.11 ϦϦʔε·Ͱ 2017.2.1 ScanSnap࿈ܞ 2017.4.1 ࿩୊PJ։࢝ 2017.7.1 ޿ࠂൢച։࢝ 2018.2.16 ݱࡏ 2018.2.19 | ©2017 Wantedly, Inc.
5. Wantedly PeopleͷBiz Team͸গਓ਺ Confidential Ϗδωε Πϯλʔϯ શମ 2016.11.11 ϦϦʔε·Ͱ 2017.2.1 ScanSnap࿈ܞ 2017.4.1 ࿩୊PJ։࢝ 2017.7.1 ޿ࠂൢച։࢝ 2018.2.16 ݱࡏ Biz PM ϚʔέςΟϯά PR Biz PM ϚʔέςΟϯά ΞϥΠΞϯε PR CS Biz PM ϚʔέςΟϯά ഔମӦۀ ࠾༻ Biz PM ϚʔέςΟϯά ޿ࠂӦۀ ฤू ࠾༻ Biz PM ϚʔέςΟϯά ࠾༻ 2018.2.19 | ©2017 Wantedly, Inc.
6. Confidential ϚʔέςΟϯά૊৫ ϚʔέςΟϯάۀ຿΍Γ͍͚ͨͲɺ ͋·Γׂ͕͚࣌ؒͳ͍ɻɻɻ 2018.2.19 | ©2017 Wantedly, Inc.
7. ࠓ೔͓࿩͢Δ͜ͱ Confidential Wantedly PeopleνʔϜ͕ϚʔέςΟϯάͱͯ͠΍͍ͬͯΔ͜ͱ 2018.2.19 | ©2017 Wantedly, Inc.
8. 1. KPIπϦʔΛΘ͔Γ΍͘͢ 2. ྑ͠ѱ͠ΛΘ͔Γ΍͘͢ 3. σʔλ͸ΈΜͳͰݟΔ Confidential Wantedly PeopleνʔϜͷϚʔέςΟϯά 2018.2.19 | ©2017 Wantedly, Inc.
9. 1. KPIπϦʔΛΘ͔Γ΍͘͢ 2. ྑ͠ѱ͠ΛΘ͔Γ΍͘͢ 3. σʔλ͸ΈΜͳͰݟΔ Confidential Wantedly PeopleνʔϜͷϚʔέςΟϯά 2018.2.19 | ©2017 Wantedly, Inc.
10. Confidential Wantedly PeopleͷKPIπϦʔ WAU ৽نϢʔβʔ ܧଓϢʔβʔ ෮ؼϢʔβʔ μ΢ϯϩʔυ ىಈ཰ ޿ࠂClick CVR IMP CTR ༧ࢉ IMP୯Ձ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β4िͷ Ϣʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝ΒN-1ि ͷϢʔβʔ ɾɾɾ ٳ຾Ϣʔβʔ ෮ؼ཰ 2018.2.19 | ©2017 Wantedly, Inc.
11. Confidential Wantedly PeopleͷKPIπϦʔ KGI = [WAU] [WAU] = [৽نϢʔβʔ]+[ܧଓϢʔβʔ]+[෮ؼϢʔβʔ] [৽نϢʔβʔ]= [༧ࢉ]/[CPM]*[1,000]*CTR*CVR [ܧଓϢʔβʔ]= Σ[ར༻։͔࢝Β(n-1)िͷϢʔβʔ]*[ར༻։͔࢝Βnिͷܧଓ཰ʧ [෮ؼϢʔβʔ]= [ٳ຾Ϣʔβʔ]*[෮ؼ཰] n=1 N 2018.2.19 | ©2017 Wantedly, Inc.
12. Confidential KGI͸αʔϏεͷಛੑʹΑ༷ͬͯʑ KGI͸ WAU αʔϏεͷGOAL͸Կ͔ʁ ཧ૝తͳར༻ස౓͸Ͳͷ͘Β͍͔ʁ αʔϏεͷಛੑ͸ʁ αʔϏεͷϑΣʔζ͸ʁ ධՁ͠΍͍͢ࢦඪ͔ʁ KGIͷܾΊํͷج४ 2018.2.19 | ©2017 Wantedly, Inc.
13. Confidential KGI͸αʔϏεͷಛੑʹΑ༷ͬͯʑ KGI͸ WAU αʔϏεͷGOAL͸Կ͔ʁ ଟ͘ͷ໊ࢗಡΈࠐΜͰ΋Β͏ ཧ૝తͳར༻ස౓͸Ͳͷ͘Β͍͔ʁ ̍िؒʹ̍౓ αʔϏεͷಛੑ͸ʁ ౔೔͸΄ͱΜͲ࢖ΘΕͳ͍ αʔϏεͷϑΣʔζ͸ʁ ΞʔϦʔϑΣʔζ ධՁ͠΍͍͢ࢦඪ͔ʁ ىಈ㲈໊ࢗࡱӨ KGIͷܾΊํͷج४ 2018.2.19 | ©2017 Wantedly, Inc.
14. Confidential ϦϦʔεॳظʹɺվળ͠΍͍͢ࢦඪͰ͋Δ͜ͱ͸ॏཁ KGI͕MAUͩͱɺϦϦʔεͯ͠ 2ϲ݄ޙΛա͗ͳ͍ͱվળ͕Ͱ͖ͳ͍Θɻɻɻ ΋ͱ΋ͱɺMAUΛ௥͍͕ͬͯͨɺϦϦʔε̎िؒͰվળ͕ Ͱ͖ͳ͍͜ͱʹؾͮ͘ɻɻɻ 2018.2.19 | ©2017 Wantedly, Inc.
15. Confidential ϦϦʔεॳظʹɺվળ͠΍͍͢ࢦඪͰ͋Δ͜ͱ͸ॏཁ ࠔͬͨɻɻɻ 2018.2.19 | ©2017 Wantedly, Inc.
16. Confidential ϦϦʔεॳظʹɺվળ͠΍͍͢ࢦඪͰ͋Δ͜ͱ͸ॏཁ ୯ػೳ(ىಈ㲈໊ࢗࡱӨ)ɺ̍िؒʹ̍౓࢖ͬͯཉ͍͠ɺ౔೔͸ ࢖ΘΕͳ͍ɺ৽نࣄۀͳͷͰPDCAΛૣΊʹճ͍ͨ͠ WAUͩͱɺ̍िؒ୯ҐͰޮՌݕূ͕ग़དྷͦ͏ʂ PDCAΛ͙Δ͙Δճͥ͢ʂ 2018.2.19 | ©2017 Wantedly, Inc.
17. 1. KPIπϦʔΛΘ͔Γ΍͘͢ 2. ྑ͠ѱ͠ΛΘ͔Γ΍͘͢ 3. σʔλ͸ΈΜͳͰݟΔ Confidential Wantedly PeopleνʔϜͷϚʔέςΟϯά 2018.2.19 | ©2017 Wantedly, Inc.
18. Confidential શͯͷ৘ใΛࣾһʹެ։ KPIπϦʔΛGithubʹܝࡌɻࣄۀܭը΋શࣾһ͕ݟΕΔΑ͏ʹ 2018.2.19 | ©2017 Wantedly, Inc.
19. Confidential ޿ࠂͷධՁج४΋γϯϓϧʹ ༧ࢉɺ໨ඪ֫ಘ਺ɺCPIɺCPAΛઃఆͯ͠ϝϯςφϯεɻ 4ճىಈ ৽نϢʔβʔ μ΢ϯϩʔυ ىಈ཰ ޿ࠂClick CVR IMP CTR ༧ࢉ IMP୯Ձ CPA CPI 2018.2.19 | ©2017 Wantedly, Inc.
20. Confidential ࣮ࡍʹ΍ͬͯݟͯΘ͔ͬͨ͜ͱ WAU ৽نϢʔβʔ ܧଓϢʔβʔ ෮ؼϢʔβʔ μ΢ϯϩʔυ ىಈ཰ ޿ࠂClick CVR IMP CTR ༧ࢉ IMP୯Ձ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β4िͷ Ϣʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝ΒN-1ि ͷϢʔβʔ ɾɾɾ ٳ຾Ϣʔβʔ ෮ؼ཰ 2018.2.19 | ©2017 Wantedly, Inc.
21. Confidential ࣮ࡍʹ΍ͬͯݟͯΘ͔ͬͨ͜ͱ WAU ৽نϢʔβʔ ܧଓϢʔβʔ ෮ؼϢʔβʔ μ΢ϯϩʔυ ىಈ཰ ޿ࠂClick CVR IMP CTR ༧ࢉ IMP୯Ձ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β4िͷ Ϣʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝Β(N-1) िͷϢʔβʔ ར༻։͔࢝ΒN-1ि ͷϢʔβʔ ɾɾɾ ٳ຾Ϣʔβʔ ෮ؼ཰ ॳظ͸ɺ৽نϢʔβʔͷׂ ߹͕ଟ͘ɺ֫ಘޮ཰Λվળ͢Δͱ ޮՌେ ܧଓ཰શମΛ͋͛ΔΑΓ ఆண཰(Լ͛ࢭ·Γ)Λ্͛ͨ΄͏ ͕ޮՌେ 2018.2.19 | ©2017 Wantedly, Inc.
22. Confidential ͱΓ͋͑ͣ΍Ίͨ͜ͱ όΠϥϧࢪࡦ ఆظతͳΩϟϯϖʔϯࢪࡦ Ϧςϯγϣϯࢪࡦ ೝ஌ࢪࡦ ͳͲ 2018.2.19 | ©2017 Wantedly, Inc.
23. Confidential ϦϦʔεޙɺ3ϲ݄ޙʹΞϓϦͷվળͱ޿ࠂͷվળʹ஫ྗ ໿-35% ৽نϢʔβʔͷ֫ಘίετͷ վળ཰ ໿+30% ৽نϢʔβʔͷܧଓ཰ͷԼ͛ࢭ·Γ վળ཰ 2018.2.19 | ©2017 Wantedly, Inc.
24. 1. KPIπϦʔΛΘ͔Γ΍͘͢ 2. ྑ͠ѱ͠ΛΘ͔Γ΍͘͢ 3. σʔλ͸ΈΜͳͰݟΔ Confidential Wantedly PeopleνʔϜͷϚʔέςΟϯά 2018.2.19 | ©2017 Wantedly, Inc.
25. Confidential શͯͷσʔλʹΞΫηεՄೳ ॏཁࢦඪ͸͢΂ͯDOMOͰӾཡՄೳʹɺ Ϗδωεଆ΋Big Query΁ΞΫηε͠෼ੳ༧ఆ(ษڧத) Ϗδωεଆ͸ΤϯδχΞ͔Βɺ SQLͷࣜΛ΋Β͍ɺ࣮ફతʹֶशதɻ 100Ҏ্ͷάϥϑ͕ొ࿥͞Ε͍ͯΔɻ ॏཁࢦඪ͸OKRʹɻ 2018.2.19 | ©2017 Wantedly, Inc.
26. Confidential ·ͱΊ KPIΛΘ͔Γ΍͘͢ ɾKGIΛܾΊͨΒKPIπϦʔΛ࡞ΓɺܭࢉϩδοΫ౳΋ެ։͓ͯ͘͜͠ͱͰɺ օ͕KGIΛ্͛ΔͨΊͷࢪࡦʹ஫ྗͰ͖ΔΑ͏ʹͳΔɻ ɾҰ൪KGIͷԡ্͛ʹޮՌ͕͋ΔՕॴΛͻͨ͢Βվળ͢Δɻ ྑ͠ѱ͠ΛΘ͔Γ΍͘͢ ɾࣄલʹɺධՁج४Λ͔ͬ͠Γઃܭ͢Δ͜ͱͰɺ೰·ͣࢪࡦܾఆ΍ɺӡ༻͕ ग़དྷΔɻ σʔλ͸ΈΜͳͰݟΔ ɾશͯͷࢦඪ͸ެ։ɾΞΫηεՄೳʹ͢Δ͜ͱͰɺΈΜͳͰ਺஋ͷҟৗʹؾ ͚ͮΔ͠ɺ෼ੳग़དྷΔɻ 2018.2.19 | ©2017 Wantedly, Inc.
27. 3 Confidential 2018.2.13 | ©2017 Wantedly, Inc. ͓·͚ σʔλϚʔέʹඞཁͳεΩϧ ࢛ଇܭࢉɺҼ਺෼ղɺجૅతͳPCεΩϧɺ֬཰ɾ౷ܭͷجૅ஌ࣝɺ
 σʔλΛٙ͏৺ɺ(SQLʣ WanteldyͰ࢖͍ͬͯΔπʔϧ DOMOɺBigQueryɺAppsflyerɺGoogle Analyticsɺ Google Spread SheetɺTreasureDataɺExcel