⽤用數據建⽴立⾏行銷成功⽅方程式  !

Bernard  Chan  2014.10.08

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Agenda

• Data Driven Marketing

• Future & Trends

Product

Growth

Ad Tech

Bernard

5

10 週新創事業實戰營

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全端設計與  開發

Mobile  App    開發

Full Time Full Time Part Time

行銷用戶成長實戰技

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

340 多為國外內創業 / 科技 導師與 Mentor

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從四月開始 － 創業 / 就職

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

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Formula - three levels

1. Business!!

2. Product!!

3. Marketing

Business level

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Business level - 電子商務

Visits Conversion per Visit Avg Order ValueX X Revenue=

VCAR•電⼦子商務 | E-commerce:

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Business level - 電子媒體

Visits

CPM (Yield)No. of Ad Units per

PageX X

Revenue=

PAYR•電⼦子媒體 | Digital Media:

1,000

Avg !Page/VisitX

Pageview

Product level

500Startup: AARRR

500Startup: AARRR

RETENTION

Chamath Palihapitiya

VP of Growth, Facebook

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:

Lifetime Value Examples

https://blog.kissmetrics.com/how-to-calculate-lifetime-value/

• Subscription $!• Avg contract / subscriber!• Discount rate

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LTV vs. CAC by segment (cohort)

• 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

TimeMonth 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

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Basecamp example: landing page

39Source: http://blog.optimizely.com/2014/01/02/smartwool-ecommerce-ab-testing-case-study/

Revenue Per Visit: +17%

25,000 visitors, statistical significance of 95%.

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Movexa example: landing page

Copywriting

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Tripstr example: ads

CTR = ↑17%

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Optimization is a never-ending process

Integration

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Track everything!

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Drive to single Goal

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Future & Trends

1. Real Time Bidding

RTB 在美國的趨勢

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/

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The future without cookie: Single Sign On (SSO)

(Login cookie)

Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/

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Android Ad ID

Source: http://venturebeat.com/2014/10/06/the-cookie-is-dead-heres-how-facebook-google-and-apple-are-tracking-you-now/

The future without cookie: ID

IDFA

The future without cookie: Others

Email!Matching

Device Recognition

blog.alphacamp.tw

2015 . 03 . 01 開課

2015 年初開始接受報名  

h;p://www.alphacamp.tw

30多家Startup  夥伴  

提供實習/工作

機會

40多位台灣，香港，

美國的導師與

顧問團隊

3 項Startup 實

戰能力

10 週結合理論與  

實做的專業

特訓