The presentation is from a keynote speech at the Online Retail Summit in May 2013 combining lean analytics with google analytics attribution to better understand the online marketing mix and to learn from a scientific approach. The presentation plus further readings and excel examples can also be downloaded from www.mobile-future.com.au. Bjorn Behrendt is a serial entrepreneur and co-founder of hiogi, StyleTread and ParcelPush. He lives with his family in Sydney, Australia.
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
Analysing Your Marketing Mix Through Actionable Metrics Within A Fair Attribution Model
1. BJORN BEHRENDT, EXAMPLES & RESEARCH FILES ON MOBILE-FUTURE.COM.AU
PAGE 1
ANALYSING YOUR MARKETING MIX
THROUGH ACTIONABLE METRICS
WITHIN A FAIR ATTRIBUTION MODEL
ONLINE RETAIL SUMMIT 2013, HUNTER VALLEY
22. PAGE 22
THE MINIMUM VIABLE CAMPAIGN IS THAT VERSION OF A NEW
MARKETING CAMPAIGN WHICH ALLOWS A TEAM TO COLLECT THE
MAXIMUM AMOUNT OF STATISTICAL RELEVANT RESULTS WITH THE
LEAST EFFORT, LEAST TIME AND THE LEAST BUDGET POSSIBLE.
MVC
23. PAGE 23
AND AVOID THE LARGE BATCH DEATH-SPIRAL
WORK IN SMALL
BATCHES
25. PAGE 25
1. RATE OF NEW CUSTOMER ACQUISITIONS NEEDS TO
EXCEED THE CHURN RATE.
2. INCREASE REVENUE FROM EACH CUSTOMER.
3. IMPROVE RETENTION AND VIRAL COEFFICIENT (VC>1).
4. REDUCE ACQUISITION COSTS FOR NEW CUSTOMERS.
RULES FOR THE
STICKY ENGINE OF
GROWTH