Upgrade to Pro — share decks privately, control downloads, hide ads and more …

既存顧客マーケティングの後悔と反省

 既存顧客マーケティングの後悔と反省

Kengo Iwata

May 23, 2023
Tweet

Other Decks in Marketing & SEO

Transcript

  1. طଘސ٬ϚʔέςΟϯάͷ


    ޙչͱ൓ল
    Kengo Iwata @ίωΫτυοτ2023-05-23

    View Slide

  2. ͜Μʹͪ͸

    View Slide

  3. ૣ଎Ͱ͕࣭͢໰Ͱ͢ʂ

    View Slide

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

    View Slide

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


    ϦςϯγϣϯϚʔέςΟϯά

    View Slide

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

    View Slide

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

    View Slide

  8. ࣗݾ঺հ
    • B2CάϩʔεϚʔέςΟϯά


    • B2BΧελϚʔαΫηε
    ओͳܦݧ B2C
    B2B
    طଘސ٬ ৽نސ٬


    View Slide

  9. ࣦഊͱޙչ

    View Slide

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

    View Slide

  11. ߪೖ఺਺͕গͳ͍ϢʔβʔΛηάϝϯτ


    ϝʔϧͰ঎඼ΛϨίϝϯυ
    🛒
    🛍
    🛒
    🛍
    🛍
    🛍
    🛍

    Email

    View Slide

  12. ޮՌͳ͠

    View Slide

  13. KPIπϦʔΛར༻ࣦͨ͠ഊ

    View Slide

  14. ্͕Βͳ͍ϦςϯγϣϯϨʔτ

    View Slide

  15. ΧελϚʔδϟʔχʔΛඳ͍ͯٳ຾෮ؼΛૂ͏

    View Slide

  16. ٳ຾͍ͯ͠ΔϢʔβʔΛηάϝϯτ


    ΞϓϦͷϓογϡ௨஌Ͱ෮ؼΛଅਐ
    🔔
    App Push


    Noti
    f
    ication
    ΞΫςΟϒ ٳ຾

    View Slide

  17. ޮՌͳ͠

    View Slide

  18. طଘސ٬


    ͬ͞ͺΓ෼͔Βͳ͍…😇

    View Slide

  19. ݱ࣮ಀආ

    View Slide

  20. ؾ੖Β͠ʹ


    ےτϨͰ΋΍Δ͔

    View Slide

  21. ৯ࣄ؅ཧΞϓϦ


    ʮ͚͋͢Μʯ

    View Slide

  22. ͚͋͢Μͱ͸ʁ

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

  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
    🍱📱→🏋→🥛📱→🍱📱→🥛📱→🍱📱→📈📱

    View Slide

  28. ͋Εʁ

    View Slide

  29. ΋͔ͯ͠͠ɺ


    ಉ͡ߦಈ܁Γฦͯ͠Δʁ

    View Slide

  30. طଘސ٬ͷߦಈʮސ٬ମݧʯ͸ɺ܁Γฦ͞ΕΔαΠΫϧͰ͸ʂʁ

    View Slide

  31. ސ٬ମݧ͸ɺ܁Γฦ͞ΕΔαΠΫϧͰ͸ʂʁ

    View Slide

  32. ϑϦϚαʔϏε΋

    View Slide

  33. ήʔϜ΋

    View Slide

  34. ސ٬ମݧαΠΫϧ

    View Slide

  35. ސ٬ମݧαΠΫϧͷʮճసʯΛߟ͑Ε͹OK

    View Slide

  36. ͞Βʹސ٬ମݧαΠΫϧΛ


    ਂ۷Γ؍࡯͢Δ

    View Slide

  37. ͚͋͢Μ͸


    ʮ͍ͭʯར༻͞Ε͍ͯͨʁ

    View Slide

  38. ৯ࣄͷ


    λΠϛϯά

    View Slide

  39. ͚͋͢Μ͸ʮ৯ࣄʯͷλΠϛϯάͰىಈ͞Ε͍ͯͨ

    View Slide

  40. τϦΨʔͱͳΔ


    γνϡΤʔγϣϯ(ঢ়گ)͕ଘࡏ

    View Slide

  41. ސ٬ମݧαΠΫϧͷճస


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

    View Slide

  42. ே৯͔͠ه࿥͍ͯ͠ͳ͍Ϣʔβʔʹ


    ༦৯ͷλΠϛϯάͰϓογϡ௨஌
    https://repro.io/casestudy/interview_asuken/

    View Slide

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

    View Slide

  44. ސ٬ମݧαΠΫϧͷճస


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

    View Slide

  45. طଘސ٬ϚʔέςΟϯάͬͯ
    ͦ͏͍͏͜ͱͩͬͨͷ͔ʂ


    ΍ͬͨͥʂסഋͩʂ

    View Slide

  46. టਲ

    View Slide

  47. ৯ࣄه࿥๨Εͨ😇

    View Slide

  48. ·ɺ໌೔ه࿥͢Ε͹͍͍͔…

    View Slide

  49. ͔͠͠ɺ਺೔ޙɾɾɾ


    ͚͋͢Μ͕هԱ͔Βফ͍͑ͯͨ

    View Slide

  50. ୅ΘΓʹԿΛ͍ͯͨ͠ͷ͔ʁ

    View Slide

  51. SNS

    View Slide

  52. τϦΨʔγνϡΤʔγϣϯ͸ܹ͘͠ڝ߹͍ͯ͠Δ

    View Slide

  53. τϦΨʔγνϡΤʔγϣϯͰͷ


    ʮબ୒֬཰ʯΛߴΊΔ͜ͱ͕ඞཁ

    View Slide

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

    View Slide

  55. 400+


    All category

    View Slide

  56. طଘސ٬ϚʔέςΟϯάͷ


    ੒ޭͱࣦഊ͸


    େ൒͕͜ͷϑϨʔϜͰઆ໌Մೳ

    View Slide

  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

    View Slide

  58. ࠷ޙʹɺ໘ന͍࿩Λ̍ͭ

    View Slide

  59. ͜ΕΒͷຊΛಡ·Ε·͔ͨ͠ʁ

    View Slide

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

    View Slide

  61. αʔϏε͸ɺੜ׆αΠΫϧͷதͰ


    ֬཰తʹબ୒ར༻͞ΕΔ

    View Slide

  62. View Slide

  63. View Slide

  64. View Slide

  65. ʮސ٬ମݧαΠΫϧͷճసʯ͸N=1ͷϢʔβʔͷ


    ར༻ස౓Λࣔ͠ɺϙΞιϯ෼෍Λઆ໌͍ͯ͠Δ

    View Slide

  66. ϒϥϯυશମʹൣғΛ֦ு͠

    View Slide

  67. ͞ΒʹΧςΰϦʔશମʹ֦ு͢Ε͹

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

  71. ೋॏͷۤ


    μϒϧδϣύσΟʔͷ๏ଇ͕ಇ͘

    View Slide

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

    View Slide

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

    View Slide

  74. طଘސ٬ϚʔέςΟϯάͷ


    ޙչͱ൓ল

    View Slide

  75. ͋Γ͕ͱ͏͍͟͝·ͨ͠

    View Slide

  76. ຊ೔ͷࢿྉ

    View Slide

  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

    View Slide