既存顧客マーケティングの後悔と反省

Transcript

1. طଘސ٬ϚʔέςΟϯάͷ
   
   
   ޙչͱ൓ল
   Kengo Iwata @ίωΫτυοτ2023-05-23
   

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2. ͜Μʹͪ͸
   

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3. ૣ଎Ͱ͕࣭͢໰Ͱ͢ʂ
   

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4. Q.୲౰͍ͯ͠ΔϚʔέྖҬ͸ʁ
   ೝ஌֫ಘ
   ߪೖ/ܧଓར༻
   

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5. ຊ೔ͷ͓࿩
   ೝ஌֫ಘ
   ߪೖ/ܧଓར༻
   UX, CRM, Growth,
   
   
   ϦςϯγϣϯϚʔέςΟϯά
   

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6. ຊ೔ͷ͓࿩
   ೝ஌֫ಘ
   ߪೖ/ܧଓར༻
   طଘސ٬ϚʔέςΟϯά
   

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7. ࣗݾ঺հ
   • ૑ۀظͷSaaSελʔτΞοϓReproגࣜձࣾ
   ʹ৽ଔ1߸ͱͯ͠ೖࣾɻ໿7೥ؒࡏ੶͠15໊͔
   Β250໊Ҏ্΁૊৫੒௕ͱT2D3ͷച্੒௕
   ʹߩݙɻΧελϚʔαΫηεͷ্ཱͪ͛ͱ૊
   ৫Խɺ400ࣾҎ্ͷάϩʔεϚʔέςΟϯά
   ӡ༻ࢧԉɺ৽نࣄۀͷࣄۀ։ൃɺϓϩμΫτ
   ϚωδϝϯτͳͲ෯޿͘ܦݧޙɺಉࣾΛୀ৬
   ؠా݈ޗ
   ϑϦʔϥϯεʢແ৬ʣ
   

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8. ࣗݾ঺հ
   • B2CάϩʔεϚʔέςΟϯά
   
   
   • B2BΧελϚʔαΫηε
   ओͳܦݧ B2C
   B2B
   طଘސ٬ ৽نސ٬
   ✅
   ✅
   

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9. ࣦഊͱޙչ
   

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10. KPIπϦʔ
    ARPPU(ฏۉߪೖ୯Ձ)Λ্͛ΔͨΊʹɺߪೖ఺਺Λ૿΍ͦ͏ʂ
    

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11. ߪೖ఺਺͕গͳ͍ϢʔβʔΛηάϝϯτ
    
    
    ϝʔϧͰ঎඼ΛϨίϝϯυ
    🛒
    🛍
    🛒
    🛍
    🛍
    🛍
    🛍
    ✉
    Email
    

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12. ޮՌͳ͠
    

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13. KPIπϦʔΛར༻ࣦͨ͠ഊ
    

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14. ্͕Βͳ͍ϦςϯγϣϯϨʔτ
    

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15. ΧελϚʔδϟʔχʔΛඳ͍ͯٳ຾෮ؼΛૂ͏
    

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16. ٳ຾͍ͯ͠ΔϢʔβʔΛηάϝϯτ
    
    
    ΞϓϦͷϓογϡ௨஌Ͱ෮ؼΛଅਐ
    🔔
    App Push
    
    
    Noti
    f
    ication
    ΞΫςΟϒ ٳ຾
    

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17. ޮՌͳ͠
    

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18. طଘސ٬
    
    
    ͬ͞ͺΓ෼͔Βͳ͍…😇
    

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19. ݱ࣮ಀආ
    

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20. ؾ੖Β͠ʹ
    
    
    ےτϨͰ΋΍Δ͔
    

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21. ৯ࣄ؅ཧΞϓϦ
    
    
    ʮ͚͋͢Μʯ
    

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22. ͚͋͢Μͱ͸ʁ
    

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23. 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    ͚͋͢ΜͷϧʔςΟϯ
    ৯ࣄ
    ه࿥
    ৯ࣄ
    ه࿥
    ৯ࣄ
    ه࿥
    ৯ࣄ
    ه࿥
    ৯ࣄ
    ه࿥
    

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24. 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    ୡ੒ײ
    

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25. 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    ຖ೔
    

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26. 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    ຖ೔ɺຖ೔
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    

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27. 🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    ຖ೔ɺຖ೔ɺຖ೔
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    ே৯ ϓϩςΠϯ
    ےτϨ ϓϩςΠϯ
    ன৯ ༦৯ ମॏܭ
    🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱
    

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28. ͋Εʁ
    

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29. ΋͔ͯ͠͠ɺ
    
    
    ಉ͡ߦಈ܁Γฦͯ͠Δʁ
    

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30. طଘސ٬ͷߦಈʮސ٬ମݧʯ͸ɺ܁Γฦ͞ΕΔαΠΫϧͰ͸ʂʁ
    

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31. ސ٬ମݧ͸ɺ܁Γฦ͞ΕΔαΠΫϧͰ͸ʂʁ
    

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32. ϑϦϚαʔϏε΋
    

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33. ήʔϜ΋
    

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34. ސ٬ମݧαΠΫϧ
    

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35. ސ٬ମݧαΠΫϧͷʮճసʯΛߟ͑Ε͹OK
    

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36. ͞Βʹސ٬ମݧαΠΫϧΛ
    
    
    ਂ۷Γ؍࡯͢Δ
    

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37. ͚͋͢Μ͸
    
    
    ʮ͍ͭʯར༻͞Ε͍ͯͨʁ
    

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38. ৯ࣄͷ
    
    
    λΠϛϯά
    

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39. ͚͋͢Μ͸ʮ৯ࣄʯͷλΠϛϯάͰىಈ͞Ε͍ͯͨ
    

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40. τϦΨʔͱͳΔ
    
    
    γνϡΤʔγϣϯ(ঢ়گ)͕ଘࡏ
    

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41. ސ٬ମݧαΠΫϧͷճస
    
    
    =τϦΨʔγνϡΤʔγϣϯ*1Ͱબ୒͞ΕΔ͜ͱʂ
    ※1:ΑΓਖ਼֬ͳϚʔέςΟϯάͷઐ໳༻ޠͰ͸Category Entry Pointͱݺͼɺδϣϒཧ࿦Ͱ͸ʮঢ়گʯͱݺশ͢Δ
    

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42. ே৯͔͠ه࿥͍ͯ͠ͳ͍Ϣʔβʔʹ
    
    
    ༦৯ͷλΠϛϯάͰϓογϡ௨஌
    https://repro.io/casestudy/interview_asuken/
    

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43. 7ptվળ
    ݁ՌɿϦςϯγϣϯϨʔτ
    https://repro.io/casestudy/interview_asuken/
    

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44. ސ٬ମݧαΠΫϧͷճస
    
    
    =τϦΨʔγνϡΤʔγϣϯ*1Ͱબ୒͞ΕΔ͜ͱʂ
    ※1:ΑΓਖ਼֬ͳϚʔέςΟϯάͷઐ໳༻ޠͰ͸Category Entry Pointͱݺͼɺδϣϒཧ࿦Ͱ͸ʮঢ়گʯͱݺশ͢Δ
    

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45. طଘސ٬ϚʔέςΟϯάͬͯ
    ͦ͏͍͏͜ͱͩͬͨͷ͔ʂ
    
    
    ΍ͬͨͥʂסഋͩʂ
    

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46. టਲ
    

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47. ৯ࣄه࿥๨Εͨ😇
    

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48. ·ɺ໌೔ه࿥͢Ε͹͍͍͔…
    

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49. ͔͠͠ɺ਺೔ޙɾɾɾ
    
    
    ͚͋͢Μ͕هԱ͔Βফ͍͑ͯͨ
    

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50. ୅ΘΓʹԿΛ͍ͯͨ͠ͷ͔ʁ
    

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51. SNS
    

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52. τϦΨʔγνϡΤʔγϣϯ͸ܹ͘͠ڝ߹͍ͯ͠Δ
    

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53. τϦΨʔγνϡΤʔγϣϯͰͷ
    
    
    ʮબ୒֬཰ʯΛߴΊΔ͜ͱ͕ඞཁ
    

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54. τϦΨʔγνϡΤʔγϣϯͰͷબ୒֬཰ΛߴΊͯ
    ސ٬ମݧαΠΫϧͷճసΛ໨ࢦ͢
    ߴස౓
    ௿ස౓
    

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55. 400+
    
    
    All category
    

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56. طଘސ٬ϚʔέςΟϯάͷ
    
    
    ੒ޭͱࣦഊ͸
    
    
    େ൒͕͜ͷϑϨʔϜͰઆ໌Մೳ
    

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57. ·ͱΊ
    • طଘސ٬ͷߦಈ͸܁Γฦ͞ΕΔαΠΫϧʮސ٬ମݧαΠΫϧʯͰ͋Δ
    
    
    • ʮސ٬ମݧαΠΫϧͷճసස౓ʯʹطଘސ٬ϚʔέςΟϯάͷ੒ޭ
    
    
    • αʔϏε͸τϦΨʔͱͳΔγνϡΤʔγϣϯͰબ୒ར༻͞Ε͍ͯΔ
    
    
    • τϦΨʔγνϡΤʔγϣϯ͸ଞͷબ୒ࢶͱܹ͘͠ڝ߹͍ͯ͠Δ
    
    
    • τϦΨʔγνϡΤʔγϣϯͰͷબ୒֬཰ΛߴΊΔࣄ͕ॏཁ
    
    
    • બ୒֬཰ΛߴΊΔ͜ͱͰސ٬ମݧαΠΫϧ͕ճస͠ɺར༻ස౓͕ߴ·Γɺ
    

    طଘސ٬ϚʔέςΟϯά͕੒ޭ͢Δ
    

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58. ࠷ޙʹɺ໘ന͍࿩Λ̍ͭ
    

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59. ͜ΕΒͷຊΛಡ·Ε·͔ͨ͠ʁ
    

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60. طଘސ٬ϚʔέςΟϯά͸ࣗવ๏ଇ*2
    ʹͲ͏Ԡ͑Δʁ
    NBDϞσϧͷϓϨϑΝϨϯεMͱ͸ʁ
    μϒϧδϣύσΟʔͷ๏ଇ͕ಇ͘ཧ༝͸ʁ
    ※2:Empirical Generalization (࣮ࡍʹ܁Γฦ͠ى͖͍ͯΔݱ৅Λ؍࡯ɺଌఆͨ݁͠Ռ͔Βڞ௨͢Δ֓೦Λநग़͠ɺҰൠԽͨ͠๏ଇੑ)
    

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61. αʔϏε͸ɺੜ׆αΠΫϧͷதͰ
    
    
    ֬཰తʹબ୒ར༻͞ΕΔ
    

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65. ʮސ٬ମݧαΠΫϧͷճసʯ͸N=1ͷϢʔβʔͷ
    
    
    ར༻ස౓Λࣔ͠ɺϙΞιϯ෼෍Λઆ໌͍ͯ͠Δ
    

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66. ϒϥϯυશମʹൣғΛ֦ு͠
    

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67. ͞ΒʹΧςΰϦʔશମʹ֦ு͢Ε͹
    

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68. ΧςΰϦʔ಺Ͱ੺ۄ͕બ୒͞ΕΔฏۉճ਺
    ϓϨϑΝϨϯε M ≒ Σθ
    

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69. ϓϨϑΝϨϯεM↑↑
    ৽نސ٬Λऒ͖͚ͭΔαʔϏε طଘސ٬ʹར༻͞Εଓ͚ΔαʔϏε
    ࢢ৔ਁಁ཰↑↑ ϩΠϠϧςΟ↑↑
    

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70. ϓϨϑΝϨϯεM↓↓
    ৽نސ٬Λऒ͖͚ͭΒΕͳ͍αʔϏε طଘސ٬ʹ཭൓͞Ε΍͍͢αʔϏε
    ࢢ৔ਁಁ཰↓↓ ϩΠϠϧςΟ↓↓
    

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71. ೋॏͷۤ
    
    
    μϒϧδϣύσΟʔͷ๏ଇ͕ಇ͘
    

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72. ຊ೔ͷ͓࿩
    ೝ஌֫ಘ
    ߪೖ/ܧଓར༻
    طଘސ٬ϚʔέςΟϯά
    

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73. ϚʔέςΟϯάͷࣗવ๏ଇͰߟ͑Δ΂͖ͩͬͨ
    ೝ஌֫ಘ
    ߪೖ/ܧଓར༻
    ϚʔέςΟϯά
    

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74. طଘސ٬ϚʔέςΟϯάͷ
    
    
    ޙչͱ൓ল
    

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75. ͋Γ͕ͱ͏͍͟͝·ͨ͠
    

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76. ຊ೔ͷࢿྉ
    

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77. • ৿Ԭ ؽ, ࠓ੢ ੟و. (2016). ֬཰ࢥߟͷઓུ࿦ USJͰ΋࣮ূ͞Εͨ਺ֶϚʔέςΟϯάͷྗ
    
    
    • όΠϩϯɾγϟʔϓ .(2018). ϒϥϯσΟϯάͷՊֶ ୭΋஌Βͳ͍ϚʔέςΟϯάͷ๏ଇ11
    
    
    • όΠϩϯɾγϟʔϓ, δΣχʔɾϩʔϚೋ΢Ϋ.(2020).ϒϥϯσΟϯάͷՊֶ [৽ࢢ৔։୓Ἣ] ΤϏσϯεʹج͍ͮͨϒϥϯυ੒௕ͷ৽๏ଇ
    
    
    • δΣχʔɾϩʔϚೋ΢Ϋ.(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٬ϚʔέςΟϯάͷ֩ʮબ୒֬཰ʯͱۜͷ஄ؙʮϦɾσβΠϯʯ
    
    
    • Repro Inc. (2018). Ϧςϯγϣϯ཰7ϙΠϯτվળʂʰ͚͋͢ΜʱͷΞϓϦϚʔέΛՃ଎ͤ͞Δϓογϡ௨஌ϊ΢ϋ΢ͱ͸ʁ
    ࢀߟจݙ
    

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