evaluating marketing channels using data
TRANSCRIPT
Evaluating App ChannelsApp Promotion Summit, Berlin 2016
Gessica Bicego, @minigloo, Head of Performance Marketing
transforms the key insights from the best nonfiction books into a format that you can read or listen to in just 15 minutes
Our purpose is to inspire people to keep learning
The challenge: I really don’t know what to do
with this money
Analyse Prioritise Scale
Analyse
Understand your product
Understand your product Understand your audience
Genuine Explorer
Exploration Revisit and refresh Joy of reading
Knowledge Hunter
Learning Save Time Revisit and refresh
Understand your product Understand your audience Understand the market
Understand your product Understand your audience Understand the market Understand your funnel
Understand your product Understand your audience Understand the market Understand your funnel Analyse your data
Prioritise
What do you do when you have so many choices?
1. Evaluate and rate channels
channel potential
resources
product fit
difficulty
scalability
ADWORDS FB OUTBRAIN AFFILIATE
Potential 5 5 4 3
Scalability 3 5 4 3
Difficulty 5 4 2 3
Fit 2 4 5 5
Resources 5 3 1 4
TOTAL 20 21 16 18
1. Evaluate and rate channels 2. Pick the right channels
- Use the scores - Pick your fights - Long term strategy - Limited Resources - The gut feeling
ADWORDS FB OUTBRAIN AFFILIATE
Potential 5 5 4 3
Scalability 3 5 4 3
Difficulty 5 4 2 3
Fit 2 4 5 5
Resources 5 3 1 4
TOTAL 20 21 16 18
1. Evaluate and rate channels 2. Pick the right channels 3. Develop your testing framework
Allocate resources Allocate PM Define KPI Define timeline Visualise data Follow a convention
Scale
The answer to the Ultimate Question of Life, the Universe, and Everything is Data
Improve processes and structure
Improve processes and structure Tailor and test your message
Improve processes and structure Tailor and test your message Expand your audience
Improve processes and structure Tailor and test your message Expand your audience Experiment with the funnel
+7% Increase CR in the 18–24 student audience
2X Open rate CRM on UA campaigns
Improve processes and structure Tailor and test your message Expand your audience Experiment with the funnel The power of automation
+50% growth MoM 5% ROI improvement
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov
Revenue
Your budget is not wasted if you are learning
something.
