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既存顧客マーケティングの後悔と反省
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Kengo Iwata
May 23, 2023
Marketing & SEO
1.1k
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既存顧客マーケティングの後悔と反省
Kengo Iwata
May 23, 2023
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Transcript
طଘސ٬ϚʔέςΟϯάͷ ޙչͱল Kengo Iwata @ίωΫτυοτ2023-05-23
͜Μʹͪ
ૣͰ͕࣭͢Ͱ͢ʂ
Q.୲͍ͯ͠ΔϚʔέྖҬʁ ೝ֫ಘ ߪೖ/ܧଓར༻
ຊͷ͓ ೝ֫ಘ ߪೖ/ܧଓར༻ UX, CRM, Growth, ϦςϯγϣϯϚʔέςΟϯά
ຊͷ͓ ೝ֫ಘ ߪೖ/ܧଓར༻ طଘސ٬ϚʔέςΟϯά
ࣗݾհ • ۀظͷSaaSελʔτΞοϓReproגࣜձࣾ ʹ৽ଔ1߸ͱͯ͠ೖࣾɻ7ؒࡏ੶͠15໊͔ Β250໊Ҏ্৫ͱT2D3ͷച্ ʹߩݙɻΧελϚʔαΫηεͷ্ཱͪ͛ͱ ৫Խɺ400ࣾҎ্ͷάϩʔεϚʔέςΟϯά ӡ༻ࢧԉɺ৽نࣄۀͷࣄۀ։ൃɺϓϩμΫτ ϚωδϝϯτͳͲ෯͘ܦݧޙɺಉࣾΛୀ৬ ؠా݈ޗ
ϑϦʔϥϯεʢແ৬ʣ
ࣗݾհ • B2CάϩʔεϚʔέςΟϯά • B2BΧελϚʔαΫηε ओͳܦݧ B2C B2B طଘސ٬ ৽نސ٬
✅ ✅
ࣦഊͱޙչ
KPIπϦʔ ARPPU(ฏۉߪೖ୯Ձ)Λ্͛ΔͨΊʹɺߪೖΛ૿ͦ͏ʂ
ߪೖ͕গͳ͍ϢʔβʔΛηάϝϯτ ϝʔϧͰΛϨίϝϯυ 🛒 🛍 🛒 🛍 🛍 🛍 🛍 ✉
Email
ޮՌͳ͠
KPIπϦʔΛར༻ࣦͨ͠ഊ
্͕Βͳ͍ϦςϯγϣϯϨʔτ
ΧελϚʔδϟʔχʔΛඳ͍ͯٳ෮ؼΛૂ͏
ٳ͍ͯ͠ΔϢʔβʔΛηάϝϯτ ΞϓϦͷϓογϡ௨Ͱ෮ؼΛଅਐ 🔔 App Push Noti f ication ΞΫςΟϒ ٳ
ޮՌͳ͠
طଘސ٬ ͬ͞ͺΓ͔Βͳ͍…😇
ݱ࣮ಀආ
ؾΒ͠ʹ ےτϨͰΔ͔
৯ࣄཧΞϓϦ ʮ͚͋͢Μʯ
͚͋͢Μͱʁ
🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ ͚͋͢ΜͷϧʔςΟϯ ৯ࣄ
ه ৯ࣄ ه ৯ࣄ ه ৯ࣄ ه ৯ࣄ ه
🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ ୡײ
🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ ຖ
🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ ຖɺຖ ே৯
ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ ຖɺຖɺຖ ே৯
ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱 ே৯ ϓϩςΠϯ ےτϨ ϓϩςΠϯ ன৯ ༦৯ ମॏܭ 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
͋Εʁ
͔ͯ͠͠ɺ ಉ͡ߦಈ܁Γฦͯ͠Δʁ
طଘސ٬ͷߦಈʮސ٬ମݧʯɺ܁Γฦ͞ΕΔαΠΫϧͰʂʁ
ސ٬ମݧɺ܁Γฦ͞ΕΔαΠΫϧͰʂʁ
ϑϦϚαʔϏε
ήʔϜ
ސ٬ମݧαΠΫϧ
ސ٬ମݧαΠΫϧͷʮճసʯΛߟ͑ΕOK
͞Βʹސ٬ମݧαΠΫϧΛ ਂ۷Γ؍͢Δ
͚͋͢Μ ʮ͍ͭʯར༻͞Ε͍ͯͨʁ
৯ࣄͷ λΠϛϯά
͚͋͢Μʮ৯ࣄʯͷλΠϛϯάͰىಈ͞Ε͍ͯͨ
τϦΨʔͱͳΔ γνϡΤʔγϣϯ(ঢ়گ)͕ଘࡏ
ސ٬ମݧαΠΫϧͷճస =τϦΨʔγνϡΤʔγϣϯ*1Ͱબ͞ΕΔ͜ͱʂ ※1:ΑΓਖ਼֬ͳϚʔέςΟϯάͷઐ༻ޠͰCategory Entry PointͱݺͼɺδϣϒཧͰʮঢ়گʯͱݺশ͢Δ
ே৯͔͠ه͍ͯ͠ͳ͍Ϣʔβʔʹ ༦৯ͷλΠϛϯάͰϓογϡ௨ https://repro.io/casestudy/interview_asuken/
7ptվળ ݁ՌɿϦςϯγϣϯϨʔτ https://repro.io/casestudy/interview_asuken/
ސ٬ମݧαΠΫϧͷճస =τϦΨʔγνϡΤʔγϣϯ*1Ͱબ͞ΕΔ͜ͱʂ ※1:ΑΓਖ਼֬ͳϚʔέςΟϯάͷઐ༻ޠͰCategory Entry PointͱݺͼɺδϣϒཧͰʮঢ়گʯͱݺশ͢Δ
طଘސ٬ϚʔέςΟϯάͬͯ ͦ͏͍͏͜ͱͩͬͨͷ͔ʂ ͬͨͥʂסഋͩʂ
టਲ
৯ࣄهΕͨ😇
·ɺ໌ه͢Ε͍͍͔…
͔͠͠ɺޙɾɾɾ ͚͋͢Μ͕هԱ͔Βফ͍͑ͯͨ
ΘΓʹԿΛ͍ͯͨ͠ͷ͔ʁ
SNS
τϦΨʔγνϡΤʔγϣϯܹ͘͠ڝ߹͍ͯ͠Δ
τϦΨʔγνϡΤʔγϣϯͰͷ ʮબ֬ʯΛߴΊΔ͜ͱ͕ඞཁ
τϦΨʔγνϡΤʔγϣϯͰͷબ֬ΛߴΊͯ ސ٬ମݧαΠΫϧͷճసΛࢦ͢ ߴස ස
400+ All category
طଘސ٬ϚʔέςΟϯάͷ ޭͱࣦഊ େ͕͜ͷϑϨʔϜͰઆ໌Մೳ
·ͱΊ • طଘސ٬ͷߦಈ܁Γฦ͞ΕΔαΠΫϧʮސ٬ମݧαΠΫϧʯͰ͋Δ • ʮސ٬ମݧαΠΫϧͷճసසʯʹطଘސ٬ϚʔέςΟϯάͷޭ • αʔϏετϦΨʔͱͳΔγνϡΤʔγϣϯͰબར༻͞Ε͍ͯΔ • τϦΨʔγνϡΤʔγϣϯଞͷબࢶͱܹ͘͠ڝ߹͍ͯ͠Δ •
τϦΨʔγνϡΤʔγϣϯͰͷબ֬ΛߴΊΔࣄ͕ॏཁ • બ֬ΛߴΊΔ͜ͱͰސ٬ମݧαΠΫϧ͕ճస͠ɺར༻ස͕ߴ·Γɺ طଘސ٬ϚʔέςΟϯά͕ޭ͢Δ
࠷ޙʹɺ໘ന͍Λ̍ͭ
͜ΕΒͷຊΛಡ·Ε·͔ͨ͠ʁ
طଘސ٬ϚʔέςΟϯάࣗવ๏ଇ*2 ʹͲ͏Ԡ͑Δʁ NBDϞσϧͷϓϨϑΝϨϯεMͱʁ μϒϧδϣύσΟʔͷ๏ଇ͕ಇ͘ཧ༝ʁ ※2:Empirical Generalization (࣮ࡍʹ܁Γฦ͠ى͖͍ͯΔݱΛ؍ɺଌఆͨ݁͠Ռ͔Βڞ௨͢Δ֓೦Λநग़͠ɺҰൠԽͨ͠๏ଇੑ)
αʔϏεɺੜ׆αΠΫϧͷதͰ ֬తʹબར༻͞ΕΔ
None
None
None
ʮސ٬ମݧαΠΫϧͷճసʯN=1ͷϢʔβʔͷ ར༻සΛࣔ͠ɺϙΞιϯΛઆ໌͍ͯ͠Δ
ϒϥϯυશମʹൣғΛ֦ு͠
͞ΒʹΧςΰϦʔશମʹ֦ு͢Ε
ΧςΰϦʔͰۄ͕બ͞ΕΔฏۉճ ϓϨϑΝϨϯε M ≒ Σθ
ϓϨϑΝϨϯεM↑↑ ৽نސ٬Λऒ͖͚ͭΔαʔϏε طଘސ٬ʹར༻͞Εଓ͚ΔαʔϏε ࢢਁಁ↑↑ ϩΠϠϧςΟ↑↑
ϓϨϑΝϨϯεM↓↓ ৽نސ٬Λऒ͖͚ͭΒΕͳ͍αʔϏε طଘސ٬ʹ͞Ε͍͢αʔϏε ࢢਁಁ↓↓ ϩΠϠϧςΟ↓↓
ೋॏͷۤ μϒϧδϣύσΟʔͷ๏ଇ͕ಇ͘
ຊͷ͓ ೝ֫ಘ ߪೖ/ܧଓར༻ طଘސ٬ϚʔέςΟϯά
ϚʔέςΟϯάͷࣗવ๏ଇͰߟ͑Δ͖ͩͬͨ ೝ֫ಘ ߪೖ/ܧଓར༻ ϚʔέςΟϯά
طଘސ٬ϚʔέςΟϯάͷ ޙչͱল
͋Γ͕ͱ͏͍͟͝·ͨ͠
ຊͷࢿྉ
• Ԭ ؽ, ࠓ و. (2016). ֬ࢥߟͷઓུ USJͰ࣮ূ͞ΕֶͨϚʔέςΟϯάͷྗ • όΠϩϯɾγϟʔϓ
.(2018). ϒϥϯσΟϯάͷՊֶ ୭Βͳ͍ϚʔέςΟϯάͷ๏ଇ11 • όΠϩϯɾγϟʔϓ, δΣχʔɾϩʔϚೋΫ.(2020).ϒϥϯσΟϯάͷՊֶ [৽ࢢ։Ἣ] ΤϏσϯεʹج͍ͮͨϒϥϯυͷ৽๏ଇ • δΣχʔɾϩʔϚೋΫ.(2022). ϒϥϯσΟϯάͷՊֶ ಠࣗͷϒϥϯυࢿ࢈ߏஙἫ • Jenni Romaniuk.(2023). Better Brand Health: Measures and Metrics for a How Brands Grow World • ΫϨΠτϯ M ΫϦεςϯηϯ.(2017).δϣϒཧ ΠϊϕʔγϣϯΛ༧ଌՄೳʹ͢ΔফඅͷϝΧχζϜ • ؠా݈ޗ.(2020).αʔϏεάϩʔεʹඞཁͳʮސ٬ମݧαΠΫϧʯͱ͍͏ࢹ • ؠా݈ޗ.(2021).طଘސ٬ϚʔέςΟϯάΛߟ͑ΔͨΊͷ৽͍͠ࢹ • ؠా݈ޗ.(2021).طଘސ٬ϚʔέςΟϯάͷ֩ʮબ֬ʯͱۜͷؙʮϦɾσβΠϯʯ • Repro Inc. (2018). Ϧςϯγϣϯ7ϙΠϯτվળʂʰ͚͋͢ΜʱͷΞϓϦϚʔέΛՃͤ͞Δϓογϡ௨ϊϋͱʁ ࢀߟจݙ