David Arnoux is a growth hacking expert and serial entrepreneur. He has helped over 500 companies implement and execute growth strategies. David Arnoux has founded 4 companies in the last 12 years (2 of which have a value of 5 million euros).
He is currently head of growth at Growth Tribe growth coach for startups and corporates, a public speaker and a contributor to publications such as The Next Web.
Growth Hacking Power Session
I’ve spent the last couple years building, coaching and training regiments of growth teams and growth marketers. Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. In this talk I'll run you through some of the latest stories, learnings and tricks we've learned along the way.
LinkedIn: https://www.linkedin.com/in/davidarnoux/
Twitter: https://twitter.com/darnocks
15. Marketer’s Digital Skills GapPossibleskills
Time
Required
skills
Your skills
Prototyping
UX
Funnel Marketing
SEO SEM
Email A/B Testing
Conversion
Centric Design
Analytics
Deep Learning
NLP
Machine
Learning
HTML CSS JS
Back-end
dev
16. Pareto approach
UX
Field Research
User tests
Creating Personas
Feature Writing
Requirement Writing
Graphic Arts
Interaction Design
Information Architecture
Usability
Prototyping
Interface Layout
Interface Design
Visual Design
Taxonomy Creation
Terminology Creation
Copywriting
Brainstorm Coordination
Design Culture Evangelism
Growth Marketing
What you’ll use
90% of the time
22. Business Model Prioritization
Who are we
creating
value for?
Who are
our main
customers?
What value
do we
offer?
What pain
are we
solving?
How do we get,
keep and grow
customers?
(Self service,
sales etc..)
Through which
channels do we
reach our
customers?
What key
activities do our
value propositions
require?
What key
resources do our
value propositions
require?
What are the most important cost inherent
to our business model? Which key
resources are most expensive? Which key
activities are most expensive?
For what value are our customers really
willing to pay? For what do they currently
pay? What is the revenue model? What are
the pricing tactics?
Who are our key
partners? Who
are our key
suppliers? Which
key resources are
we acquiring from
our partners?
Which key
activities do
partners perform?
26. Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Teams
Growth
Teams
46. Get Shit Done!
Head of Growth
Process-Driven
Analytical
Creative
Strong Personality
T-shaped
Soft Skills
Developer
Fast iterations
Build fast, fix later
Loves data +
tracking
Creative
Growth oriented
Executes fast
UX/UI
Customer empathy
Executes fast
Front-end code
Ship fast, fix later
Loves testing
Conversion
Rate
Optimization
Data Analyst
Small data sets
Large data sets
Back-end knowledge
Needle in haystack
Data to insights
56. “If a Tesla can drive itself on autopilot at 70mph on the
highway taking in all the surrounding environment
inputs, we can help marketers do the same with all the
data inputs they are analyzing.”
57.
58. Mega use case
it predicts with 90%
accuracy what will be sold
within 30 days—that Otto
allows it automatically to
purchase around 200,000
items a month from
third-party brands with no
human intervention.
59. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
65. 70%+ likely to convert
40-70%+ likely to convert
0-40% likely to convert
66. 70%-100% likely to
convert
40-70%+ likely to convert 0-40% likely to convert
Enrich data +
Unsupervised
learning for
clustering
“What’s wrong?”
Exploration
Recency = big
deal!