SlideShare ist ein Scribd-Unternehmen logo
1 von 48
Downloaden Sie, um offline zu lesen
CREANDO UNA ESTRATEGIA DE MARKETING MÓVIL
TRANSVERSAL
a través de LATAM
@PaulMalickiPaul Malicki
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
”Todas las mejores
presentaciones comienzan
con una historia”
• Easy Taxi fue fundada en junio de 2011
• Abril 2012: Easy Taxi recibe $ 7M
• Junio 2013: Easy Taxi inicia en Asia
Global pero con la
estrategia ultra-
LOCALIZADA
#1
Aplicación de taxi en
América Latina y Medio
Oriente
Respaldada por los
MEJORES
inversores estratégicos en $
600M valuación
Mas de
400.000 CONDUCTORES
registrados (y creciendo)
Presencia
multiplataforma y flujo
de ingresos
DIVERSIFICADA
Pasión por el
crecimiento y la
GRAN BASE
de usuarios 22M
Easy Taxi Hoy
Easy Taxi Hoy
Easy Taxi Hoy
Origen: LaRepublica
Easy Taxi Hoy
Origen: ElComercio
Easy Taxi Hoy
Origen: Forbes
El Fin de la historia.
Ahora, cuáles son las claves
del éxito?
Imagínese el sector más conservador del mundo, con una
fuerte competencia, que operan dentro de los límites de los
mercados emergentes. Y usted acaba de comenzar como un
director de marketing de la compañía de más rápido
crecimiento....
(última parte de la historia, lo prometo)
Cultura
Gente
Modelo de Marketing
Tecnología y Datos
Planificación de Marketing
Ejecución de Marketing
MARKETING MÓVIL TRANSVERSAL
Gente
Modelo de Marketing
Tecnología y Datos
Planificación de Marketing
Ejecución de Marketing
MARKETING MÓVIL TRANSVERSAL
Cultura
"Easy Taxi" es una startup accionado por
la cultura
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
MODELOS
DIFERENTES
Transmisión
del
conocimiento
- Easy Taxi
FUNCIONES
DIFERENTES
REGIONES
DIFERENTES
Marketing
Product
Operation
s
…
…
Gulf
States
SE Asia
North
LATAM
…
…
PartnersCompe-
titors
…
Weekly Global Call
Weekly Marketing Call
Monthly Performance Calls
Global Workshops every 2Q
Email Lists | Skype Groups
Health Checks
Guidelines & Templates
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Modelo de Marketing
Tecnología y Datos
Planificación de Marketing
Ejecución de Marketing
MARKETING MÓVIL TRANSVERSAL
Cultura
Gente
• No es “easy” ser una empresa de más de 500 personas!
Easy Taxi RRHH - Highlights
#1
No hay RRHH típico en
Easy Taxi.
#2
Contratar es una
prioridad, en cualquier
momento.
#3
No contratamos a
personas con
experiencia. Son caros,
difíciles de retener, y no
trabajan duro.
#4
Valoramos la motivación
por encima del CV.
Promovemos rápido y
disparamos aún más
rápido. Nuestros equipos
son globales y altamente
especializados.
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Tecnología y Datos
Planificación de Marketing
Ejecución de Marketing
MARKETING MÓVIL TRANSVERSAL
Cultura
Gente
Modelo de Marketing
Operación
orientada al
negocio
Producto
público
Foco en los
mercados
emergentes
Dificul-
tades
(no marketing $$$)
(requiere viralidad)
Conoce la función de marketing en tu organización.
(‘digital’ es difícil)
SEM
App install ads
Otros canales
Marketing estratégico – alianzas & growth-hacking
Tiempo
Pedidos
1 mes 2 mes 3 mes 4 mes
1M
2M
3M
4M
Canales
…se basa en una clara división entre los canales (la ’base') y marketing estratégico (crecimiento extra).
Modelo de Marketing Easy Taxi
Jornada del Cliente Easy Taxi
Download Sign-up Book Purchase
Push
1
Push 2
Push 3
Push Opt-in
Ad 1
Email
1
Email 2
Push 1
Push 2
Ad 2
Ad 3
Email
Push
or
Ad 1
Ad 2
Ad 3
Ad 1
Ad 2
Ad 3
Activación I Activación II Activación III
FOCO: Guía para registrarse FOCO: Mostrar los beneficios FOCO: Explicar y educar
Estudio de caso: la activación
Planificación de Marketing
Ejecución de Marketing
MARKETING MÓVIL ESCALABLE
Cultura
Gente
Modelo de Marketing
Tecnología y Datos
Sourcing
Pre-processing Staging Dimensioning Presentation
Relational
Database
NPS tool
Attribution
Log
Files
Mobile CRM
ETL
Advertising
CRMEmail
Performance
Crashes
App stores
Storage Tool
Vizualization
Hadoop
Data Warehouse
Marketing Data Mart
Reporting
Integration
Third-party
Tool
Data Mining
Data Lake
DATA
Vizualization
Reporting
Data Mining
Dashboards
Ad-hoc
query tool
Automated
reports & CSV
Alerts
Multidimensional
analyses Executive
Team leader
Casual user
Power user
Partners
FEEDBACK
UPDATES
DATA FLOW
MAINTANANCE
STRATEGY
Operational
cycle
Security
Management
Data Quality &
Governance
Access
Management
DATA
Channel
Rides per Month
Cohort Size
Avg. Month 1 Avg. Month 2 Avg. Month 3 Avg. Month 4 Avg. Month 5
TOTAL LTV ($)
15 months
Channel 1 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Inside Taxi Secret value Secret value Secret value Secret value Secret value 100% Secret value
Channel 3 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 4 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 5 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 6 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 7 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Facebook Secret value Secret value Secret value Secret value Secret value 56% Secret value
Channel 9 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 10 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 11 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Channel 12 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Search engine Secret value Secret value Secret value Secret value Secret value 37% Secret value
Channel 14 Secret value Secret value Secret value Secret value Secret value Secret value Secret value
AVERAGE Secret value Secret value Secret value Secret value Secret value Secret value Secret value
Ejemplo - "Taxi" tiene un cLTV más alto que los anuncios
de Facebook. Pero ¿qué pasa con el CAC?
DATA
TECH
TECH
Pero, cómo convencer a su
equipo?
Así 
Ejecución de Marketing
MARKETING MÓVIL TRANSVERSAL
Cultura
Gente
Modelo de Marketing
Tecnología y Datos
Planificación de Marketing
Targets del mes
New Customers based
on Cohort projection
Cohort baseline
Nuevos usuarios Usuarios existentes
Mkt investment based
on CAC projections
- Improvements in Service
- Improvements in Product
- CRM & Campaigns
Cohort
improvements
Retargeting
Marketing
Planning
$$$
TARGETS
COHORTS
CALENDARIO DE MARKETING
MARKETING MÓVIL TRANSVERSAL
Cultura
Gente
Modelo de Marketing
Tecnología y Datos
Planificación de Marketing
Ejecución de Marketing
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi
(mi ejemplo de marketing personalizado)
Un mes sin costo extra para los visitantes del
CMO Summit!
Contáctame: paul@easytaxi.com
Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi

Weitere ähnliche Inhalte

Was ist angesagt?

Presentación M-commerce - eCommerce Day Buenos Aires 2015
Presentación M-commerce - eCommerce Day Buenos Aires 2015 Presentación M-commerce - eCommerce Day Buenos Aires 2015
Presentación M-commerce - eCommerce Day Buenos Aires 2015 eCommerce Institute
 
Presentación Estefania Castellini - eCommerce Day Ecuador 2016
Presentación Estefania Castellini - eCommerce Day Ecuador 2016Presentación Estefania Castellini - eCommerce Day Ecuador 2016
Presentación Estefania Castellini - eCommerce Day Ecuador 2016eCommerce Institute
 
Ramiro Donis - eCommerce Day Argentina 2018
Ramiro Donis - eCommerce Day Argentina 2018Ramiro Donis - eCommerce Day Argentina 2018
Ramiro Donis - eCommerce Day Argentina 2018eCommerce Institute
 
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] Experience
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] ExperienceSilvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] Experience
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] ExperienceeCommerce Institute
 
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...eCommerce Institute
 
LastRoom for Business: Español
LastRoom for Business: EspañolLastRoom for Business: Español
LastRoom for Business: EspañolLastRoom
 
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016Presentación Ytzia Belausteguigoitia - eRetail Day México 2016
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016eCommerce Institute
 
Presentación Andres Varenius - eCommerce Day Ecuador 2017
Presentación Andres Varenius - eCommerce Day Ecuador 2017Presentación Andres Varenius - eCommerce Day Ecuador 2017
Presentación Andres Varenius - eCommerce Day Ecuador 2017eCommerce Institute
 

Was ist angesagt? (10)

Presentación M-commerce - eCommerce Day Buenos Aires 2015
Presentación M-commerce - eCommerce Day Buenos Aires 2015 Presentación M-commerce - eCommerce Day Buenos Aires 2015
Presentación M-commerce - eCommerce Day Buenos Aires 2015
 
Presentación Estefania Castellini - eCommerce Day Ecuador 2016
Presentación Estefania Castellini - eCommerce Day Ecuador 2016Presentación Estefania Castellini - eCommerce Day Ecuador 2016
Presentación Estefania Castellini - eCommerce Day Ecuador 2016
 
Ramiro Donis - eCommerce Day Argentina 2018
Ramiro Donis - eCommerce Day Argentina 2018Ramiro Donis - eCommerce Day Argentina 2018
Ramiro Donis - eCommerce Day Argentina 2018
 
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] Experience
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] ExperienceSilvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] Experience
Silvana MarÍa Dakduk Valle - eCommerce Day Ecuador Online [Live] Experience
 
Libro1112
Libro1112Libro1112
Libro1112
 
Ecommerce day m commerce
Ecommerce day m commerce Ecommerce day m commerce
Ecommerce day m commerce
 
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...
Gwendolyn Ledger - eCommerce DAY GLOBAL Online [Live] Experience - Keynote Se...
 
LastRoom for Business: Español
LastRoom for Business: EspañolLastRoom for Business: Español
LastRoom for Business: Español
 
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016Presentación Ytzia Belausteguigoitia - eRetail Day México 2016
Presentación Ytzia Belausteguigoitia - eRetail Day México 2016
 
Presentación Andres Varenius - eCommerce Day Ecuador 2017
Presentación Andres Varenius - eCommerce Day Ecuador 2017Presentación Andres Varenius - eCommerce Day Ecuador 2017
Presentación Andres Varenius - eCommerce Day Ecuador 2017
 

Andere mochten auch

2013 HDI Session 607: Call Monitoring Scoring for Success
2013 HDI Session 607: Call Monitoring Scoring for Success2013 HDI Session 607: Call Monitoring Scoring for Success
2013 HDI Session 607: Call Monitoring Scoring for SuccessEddie Vidal
 
Smart Train Day: viatjar connectats emocionalment
Smart Train Day: viatjar connectats emocionalmentSmart Train Day: viatjar connectats emocionalment
Smart Train Day: viatjar connectats emocionalmentRicard Espelt
 
Ejercicio 1 corregir ortografía y gramática
Ejercicio 1 corregir ortografía y gramáticaEjercicio 1 corregir ortografía y gramática
Ejercicio 1 corregir ortografía y gramáticaOscar Masa
 
Mo hinh san xuat tieu chuan
Mo hinh san xuat tieu chuanMo hinh san xuat tieu chuan
Mo hinh san xuat tieu chuanthanh Le
 
Konda gezi parkıenglish
Konda gezi parkıenglishKonda gezi parkıenglish
Konda gezi parkıenglishozanas
 
일하는여성11
일하는여성11일하는여성11
일하는여성11kwwa
 
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...NOT
 
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...https://www.facebook.com/garmentspace
 
Uber guia de ubicación en mexico df
Uber guia de ubicación en mexico df Uber guia de ubicación en mexico df
Uber guia de ubicación en mexico df Antonio Argueta
 
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...NOT
 
LEAD Asia Singapore : Monetizing Social Media
LEAD Asia Singapore : Monetizing Social Media LEAD Asia Singapore : Monetizing Social Media
LEAD Asia Singapore : Monetizing Social Media Kelvin Lee 🌎
 

Andere mochten auch (20)

Competencia black taxi
Competencia black taxiCompetencia black taxi
Competencia black taxi
 
2013 HDI Session 607: Call Monitoring Scoring for Success
2013 HDI Session 607: Call Monitoring Scoring for Success2013 HDI Session 607: Call Monitoring Scoring for Success
2013 HDI Session 607: Call Monitoring Scoring for Success
 
Smart Train Day: viatjar connectats emocionalment
Smart Train Day: viatjar connectats emocionalmentSmart Train Day: viatjar connectats emocionalment
Smart Train Day: viatjar connectats emocionalment
 
Ejercicio 1 corregir ortografía y gramática
Ejercicio 1 corregir ortografía y gramáticaEjercicio 1 corregir ortografía y gramática
Ejercicio 1 corregir ortografía y gramática
 
Mo hinh san xuat tieu chuan
Mo hinh san xuat tieu chuanMo hinh san xuat tieu chuan
Mo hinh san xuat tieu chuan
 
Konda gezi parkıenglish
Konda gezi parkıenglishKonda gezi parkıenglish
Konda gezi parkıenglish
 
일하는여성11
일하는여성11일하는여성11
일하는여성11
 
Pristavki pre pri
Pristavki pre priPristavki pre pri
Pristavki pre pri
 
словообразовательный словарь
словообразовательный словарьсловообразовательный словарь
словообразовательный словарь
 
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...
Hoàn thiện kế toán bán hàng và xác định kết quả bán hàng tại chi nhánh thương...
 
суффиксы причастий
суффиксы причастийсуффиксы причастий
суффиксы причастий
 
имя прилагательное
имя прилагательноеимя прилагательное
имя прилагательное
 
township_view1
township_view1township_view1
township_view1
 
приложение
приложениеприложение
приложение
 
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm xây lắ...
 
Uber guia de ubicación en mexico df
Uber guia de ubicación en mexico df Uber guia de ubicación en mexico df
Uber guia de ubicación en mexico df
 
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...
Hoàn thiện kế toán tập hợp chi phí sản xuất và tính giá thành sản phẩm tại cô...
 
производные предлоги
производные предлогипроизводные предлоги
производные предлоги
 
LEAD Asia Singapore : Monetizing Social Media
LEAD Asia Singapore : Monetizing Social Media LEAD Asia Singapore : Monetizing Social Media
LEAD Asia Singapore : Monetizing Social Media
 
Taxi puntual
Taxi puntualTaxi puntual
Taxi puntual
 

Ähnlich wie Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi

Visionaria Medium Enterprises Aceleracion Comercial
Visionaria Medium Enterprises Aceleracion ComercialVisionaria Medium Enterprises Aceleracion Comercial
Visionaria Medium Enterprises Aceleracion ComercialVisionaria
 
Presentacion light mktnow
Presentacion light mktnowPresentacion light mktnow
Presentacion light mktnowJavier Parga
 
Buenas Practicas en los Negocios por Internet
Buenas Practicas en los Negocios por InternetBuenas Practicas en los Negocios por Internet
Buenas Practicas en los Negocios por InternetMarcos Pueyrredon
 
Lean Marketing Intro Apps.co by diego rodriguez lizcano
Lean Marketing Intro Apps.co by diego rodriguez lizcanoLean Marketing Intro Apps.co by diego rodriguez lizcano
Lean Marketing Intro Apps.co by diego rodriguez lizcanoDiego Rodriguez Lizcano
 
Las Claves del Ecommerce - Comercio Electronico
Las Claves del Ecommerce - Comercio Electronico Las Claves del Ecommerce - Comercio Electronico
Las Claves del Ecommerce - Comercio Electronico Marcos Pueyrredon
 
Mercadotecnia Digital (UlaSalle Enero 2011)
Mercadotecnia Digital (UlaSalle Enero 2011)Mercadotecnia Digital (UlaSalle Enero 2011)
Mercadotecnia Digital (UlaSalle Enero 2011)Felipe de Villa
 
Libro Blanco Marketing Digital y Comercio Electronico de la AMVO
Libro Blanco Marketing Digital y Comercio Electronico de la AMVOLibro Blanco Marketing Digital y Comercio Electronico de la AMVO
Libro Blanco Marketing Digital y Comercio Electronico de la AMVOMarcos Pueyrredon
 
Globalizando tu empresa
Globalizando tu empresaGlobalizando tu empresa
Globalizando tu empresaJorge Zavala
 
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYO
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYOPractica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYO
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYOGyovanny Caballero
 
La importancia de Oferta de Valor Digital y Mercado Meta
La importancia de Oferta de Valor Digital y Mercado Meta La importancia de Oferta de Valor Digital y Mercado Meta
La importancia de Oferta de Valor Digital y Mercado Meta Modipró Digital Promotions
 
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]Walmeric
 
Digital talent transformation. Were to start?
Digital talent transformation. Were to start?Digital talent transformation. Were to start?
Digital talent transformation. Were to start?Fátima Gallo Martínez
 
Labtalleres Sevilla. Mesa Redonda: Pedro renter
Labtalleres Sevilla. Mesa Redonda: Pedro renterLabtalleres Sevilla. Mesa Redonda: Pedro renter
Labtalleres Sevilla. Mesa Redonda: Pedro renterandalucialab
 
Marketing1.pptx
Marketing1.pptxMarketing1.pptx
Marketing1.pptxJose82249
 

Ähnlich wie Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi (20)

Visionaria Medium Enterprises Aceleracion Comercial
Visionaria Medium Enterprises Aceleracion ComercialVisionaria Medium Enterprises Aceleracion Comercial
Visionaria Medium Enterprises Aceleracion Comercial
 
Presentacion light mktnow
Presentacion light mktnowPresentacion light mktnow
Presentacion light mktnow
 
Buenas Practicas en los Negocios por Internet
Buenas Practicas en los Negocios por InternetBuenas Practicas en los Negocios por Internet
Buenas Practicas en los Negocios por Internet
 
Lean Marketing Intro Apps.co by diego rodriguez lizcano
Lean Marketing Intro Apps.co by diego rodriguez lizcanoLean Marketing Intro Apps.co by diego rodriguez lizcano
Lean Marketing Intro Apps.co by diego rodriguez lizcano
 
Las Claves del Ecommerce - Comercio Electronico
Las Claves del Ecommerce - Comercio Electronico Las Claves del Ecommerce - Comercio Electronico
Las Claves del Ecommerce - Comercio Electronico
 
Mercadotecnia Digital (UlaSalle Enero 2011)
Mercadotecnia Digital (UlaSalle Enero 2011)Mercadotecnia Digital (UlaSalle Enero 2011)
Mercadotecnia Digital (UlaSalle Enero 2011)
 
Como emprender un negocio digital
Como emprender un negocio digitalComo emprender un negocio digital
Como emprender un negocio digital
 
Cace desayuno turismo oct.2011
Cace desayuno turismo oct.2011Cace desayuno turismo oct.2011
Cace desayuno turismo oct.2011
 
Cace desayuno turismo oct.2011
Cace desayuno turismo oct.2011Cace desayuno turismo oct.2011
Cace desayuno turismo oct.2011
 
Credenciales ELOGIA _2015
Credenciales ELOGIA _2015Credenciales ELOGIA _2015
Credenciales ELOGIA _2015
 
Libro Blanco Marketing Digital y Comercio Electronico de la AMVO
Libro Blanco Marketing Digital y Comercio Electronico de la AMVOLibro Blanco Marketing Digital y Comercio Electronico de la AMVO
Libro Blanco Marketing Digital y Comercio Electronico de la AMVO
 
Globalizando tu empresa
Globalizando tu empresaGlobalizando tu empresa
Globalizando tu empresa
 
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYO
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYOPractica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYO
Practica MAPA ESTRATEGIA DE TRANSFORMACIÓN DIGITAL - GYO
 
Caso google
Caso googleCaso google
Caso google
 
La importancia de Oferta de Valor Digital y Mercado Meta
La importancia de Oferta de Valor Digital y Mercado Meta La importancia de Oferta de Valor Digital y Mercado Meta
La importancia de Oferta de Valor Digital y Mercado Meta
 
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]
Atribución 360: Convierte, conecta y optimiza tu inversión [Webinar]
 
Digital talent transformation. Were to start?
Digital talent transformation. Were to start?Digital talent transformation. Were to start?
Digital talent transformation. Were to start?
 
Labtalleres Sevilla. Mesa Redonda: Pedro renter
Labtalleres Sevilla. Mesa Redonda: Pedro renterLabtalleres Sevilla. Mesa Redonda: Pedro renter
Labtalleres Sevilla. Mesa Redonda: Pedro renter
 
Marketing Online
Marketing OnlineMarketing Online
Marketing Online
 
Marketing1.pptx
Marketing1.pptxMarketing1.pptx
Marketing1.pptx
 

Mehr von Marketing Network marcus evans

How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredHow CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredMarketing Network marcus evans
 
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...Marketing Network marcus evans
 
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...Marketing Network marcus evans
 
Packaging that Stands Out in the Retail and Digital Environment - Jason Shaw...
Packaging that Stands Out in the Retail and Digital Environment  - Jason Shaw...Packaging that Stands Out in the Retail and Digital Environment  - Jason Shaw...
Packaging that Stands Out in the Retail and Digital Environment - Jason Shaw...Marketing Network marcus evans
 
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Marketing Network marcus evans
 
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a Pandemic
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a PandemicEuroPack Summit 2020 - What Brands and Businesses Should Focus on in a Pandemic
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a PandemicMarketing Network marcus evans
 
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...Marketing Network marcus evans
 
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...Marketing Network marcus evans
 
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic Marketing Network marcus evans
 
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee Tonitto
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee TonittoTransforming Your Marketing Team into the CEO’s Super Weapon - Lee Tonitto
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee TonittoMarketing Network marcus evans
 
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...Marketing Network marcus evans
 
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...Marketing Network marcus evans
 
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...Marketing Network marcus evans
 
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...Marketing Network marcus evans
 
Packaging with the End in Mind: Discussing the Regulatory Developments from a...
Packaging with the End in Mind: Discussing the Regulatory Developments from a...Packaging with the End in Mind: Discussing the Regulatory Developments from a...
Packaging with the End in Mind: Discussing the Regulatory Developments from a...Marketing Network marcus evans
 
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...Marketing Network marcus evans
 
Why and How CMOs should Dramatically Improve their Customer Survey Response R...
Why and How CMOs should Dramatically Improve their Customer Survey Response R...Why and How CMOs should Dramatically Improve their Customer Survey Response R...
Why and How CMOs should Dramatically Improve their Customer Survey Response R...Marketing Network marcus evans
 
Passion and Purpose: Building a Digital Audience - Siddarth Das
Passion and Purpose: Building a Digital Audience - Siddarth Das Passion and Purpose: Building a Digital Audience - Siddarth Das
Passion and Purpose: Building a Digital Audience - Siddarth Das Marketing Network marcus evans
 
How Kiwi.com Has Transformed the Travel Booking Industry - Oliver Dlouhý Ne...
How Kiwi.com Has Transformed the Travel Booking Industry -   Oliver Dlouhý Ne...How Kiwi.com Has Transformed the Travel Booking Industry -   Oliver Dlouhý Ne...
How Kiwi.com Has Transformed the Travel Booking Industry - Oliver Dlouhý Ne...Marketing Network marcus evans
 

Mehr von Marketing Network marcus evans (20)

How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G SquaredHow CMOs Can Help Future-Proof their Business-George Pappas, G Squared
How CMOs Can Help Future-Proof their Business-George Pappas, G Squared
 
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...
Achieving Personalized Customer Engagement in Pharma Marketing - Chetak Buari...
 
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...
Resisting the Lure of Trying Every New Marketing Trend - Alessandra Montrasio...
 
Packaging that Stands Out in the Retail and Digital Environment - Jason Shaw...
Packaging that Stands Out in the Retail and Digital Environment  - Jason Shaw...Packaging that Stands Out in the Retail and Digital Environment  - Jason Shaw...
Packaging that Stands Out in the Retail and Digital Environment - Jason Shaw...
 
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
 
Rethinking Packaging-Anthony Rossi, TerraCycle & Loop
Rethinking Packaging-Anthony Rossi, TerraCycle & LoopRethinking Packaging-Anthony Rossi, TerraCycle & Loop
Rethinking Packaging-Anthony Rossi, TerraCycle & Loop
 
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a Pandemic
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a PandemicEuroPack Summit 2020 - What Brands and Businesses Should Focus on in a Pandemic
EuroPack Summit 2020 - What Brands and Businesses Should Focus on in a Pandemic
 
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...
Going Beyond Traditional Advertising in Latin America Today-Ana Laura Solis, ...
 
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...
Marketing to the Brand New Consumers in Australia Today-Bernard Salt, Futuris...
 
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic
The Elephant in the Room: Managing Departmental Silos - Stefan Miljkovic
 
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee Tonitto
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee TonittoTransforming Your Marketing Team into the CEO’s Super Weapon - Lee Tonitto
Transforming Your Marketing Team into the CEO’s Super Weapon - Lee Tonitto
 
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...
Optus and the Digital Consumer: From Challenger Telco to Leading Mobile-led M...
 
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...
How Absolut is Connecting Insights, Innovation and Creativity to Accelerate M...
 
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...
Digital Bridge: Exploring Digital Landscapes in Packaging to Develop Interdis...
 
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...
Ocean Plastics that Empower: Engaging Consumers in Turning Waste into Life - ...
 
Packaging with the End in Mind: Discussing the Regulatory Developments from a...
Packaging with the End in Mind: Discussing the Regulatory Developments from a...Packaging with the End in Mind: Discussing the Regulatory Developments from a...
Packaging with the End in Mind: Discussing the Regulatory Developments from a...
 
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...
Reshaping Marketing Strategies to Support a New Brand Vision - Lisa Ronson, N...
 
Why and How CMOs should Dramatically Improve their Customer Survey Response R...
Why and How CMOs should Dramatically Improve their Customer Survey Response R...Why and How CMOs should Dramatically Improve their Customer Survey Response R...
Why and How CMOs should Dramatically Improve their Customer Survey Response R...
 
Passion and Purpose: Building a Digital Audience - Siddarth Das
Passion and Purpose: Building a Digital Audience - Siddarth Das Passion and Purpose: Building a Digital Audience - Siddarth Das
Passion and Purpose: Building a Digital Audience - Siddarth Das
 
How Kiwi.com Has Transformed the Travel Booking Industry - Oliver Dlouhý Ne...
How Kiwi.com Has Transformed the Travel Booking Industry -   Oliver Dlouhý Ne...How Kiwi.com Has Transformed the Travel Booking Industry -   Oliver Dlouhý Ne...
How Kiwi.com Has Transformed the Travel Booking Industry - Oliver Dlouhý Ne...
 

Kürzlich hochgeladen

Técnicas de Planeación y control 2.pptx
Técnicas de  Planeación y control 2.pptxTécnicas de  Planeación y control 2.pptx
Técnicas de Planeación y control 2.pptxkarlapatriciagaona
 
Diapositiva de Administración de Empresas.
Diapositiva de Administración de Empresas.Diapositiva de Administración de Empresas.
Diapositiva de Administración de Empresas.gersonruiz0101
 
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmm
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmmTarea de Tecnología.docxmmmmmmmmmmmmmmmmmm
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmmjoseangelmontano76
 
Practica de Evaluacion de tarea crisis de liderazgo
Practica de Evaluacion de tarea crisis de liderazgoPractica de Evaluacion de tarea crisis de liderazgo
Practica de Evaluacion de tarea crisis de liderazgooscramcon
 
CLASE UTP 2023 S10.s1 - Material de clases .pdf
CLASE UTP 2023 S10.s1 - Material de clases .pdfCLASE UTP 2023 S10.s1 - Material de clases .pdf
CLASE UTP 2023 S10.s1 - Material de clases .pdfAnglicaArauzoF
 
3-5-usac-manuales-administrativos-2017.ppt
3-5-usac-manuales-administrativos-2017.ppt3-5-usac-manuales-administrativos-2017.ppt
3-5-usac-manuales-administrativos-2017.pptConsultorSinergia
 
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓN
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓNAnálisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓN
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓNlacosaensi982
 
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptx
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptxTEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptx
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptxCristianCambranis
 
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCG
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCGNIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCG
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCGeprac1
 
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdf
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdfEspejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdf
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdfaespejos
 
Mentoría para Empresarios Oxford Group L.pdf
Mentoría para Empresarios Oxford Group L.pdfMentoría para Empresarios Oxford Group L.pdf
Mentoría para Empresarios Oxford Group L.pdfOxford Group
 

Kürzlich hochgeladen (11)

Técnicas de Planeación y control 2.pptx
Técnicas de  Planeación y control 2.pptxTécnicas de  Planeación y control 2.pptx
Técnicas de Planeación y control 2.pptx
 
Diapositiva de Administración de Empresas.
Diapositiva de Administración de Empresas.Diapositiva de Administración de Empresas.
Diapositiva de Administración de Empresas.
 
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmm
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmmTarea de Tecnología.docxmmmmmmmmmmmmmmmmmm
Tarea de Tecnología.docxmmmmmmmmmmmmmmmmmm
 
Practica de Evaluacion de tarea crisis de liderazgo
Practica de Evaluacion de tarea crisis de liderazgoPractica de Evaluacion de tarea crisis de liderazgo
Practica de Evaluacion de tarea crisis de liderazgo
 
CLASE UTP 2023 S10.s1 - Material de clases .pdf
CLASE UTP 2023 S10.s1 - Material de clases .pdfCLASE UTP 2023 S10.s1 - Material de clases .pdf
CLASE UTP 2023 S10.s1 - Material de clases .pdf
 
3-5-usac-manuales-administrativos-2017.ppt
3-5-usac-manuales-administrativos-2017.ppt3-5-usac-manuales-administrativos-2017.ppt
3-5-usac-manuales-administrativos-2017.ppt
 
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓN
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓNAnálisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓN
Análisis y evaluación de proyectos / ESTUDIO DE MERCADO Y COMERCIALIZACIÓN
 
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptx
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptxTEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptx
TEORÍAS CONTEMPORÁNEAS DE LA ADMINISTRACIÓN.pptx
 
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCG
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCGNIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCG
NIKE, EMPRESA NIKE Y SU ESTUDIO EN BASE A LA MATRIZ BCG
 
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdf
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdfEspejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdf
Espejo Salamanca Cuadro Sinoptico Decreto 2649 1993.pdf
 
Mentoría para Empresarios Oxford Group L.pdf
Mentoría para Empresarios Oxford Group L.pdfMentoría para Empresarios Oxford Group L.pdf
Mentoría para Empresarios Oxford Group L.pdf
 

Creating a Scalable Mobile Marketing Strategy Across LATAM - Paul Malicki, Easy Taxi

  • 1. CREANDO UNA ESTRATEGIA DE MARKETING MÓVIL TRANSVERSAL a través de LATAM @PaulMalickiPaul Malicki
  • 3. ”Todas las mejores presentaciones comienzan con una historia”
  • 4. • Easy Taxi fue fundada en junio de 2011
  • 5. • Abril 2012: Easy Taxi recibe $ 7M
  • 6. • Junio 2013: Easy Taxi inicia en Asia
  • 7. Global pero con la estrategia ultra- LOCALIZADA #1 Aplicación de taxi en América Latina y Medio Oriente Respaldada por los MEJORES inversores estratégicos en $ 600M valuación Mas de 400.000 CONDUCTORES registrados (y creciendo) Presencia multiplataforma y flujo de ingresos DIVERSIFICADA Pasión por el crecimiento y la GRAN BASE de usuarios 22M Easy Taxi Hoy
  • 9. Easy Taxi Hoy Origen: LaRepublica
  • 10. Easy Taxi Hoy Origen: ElComercio
  • 12. El Fin de la historia. Ahora, cuáles son las claves del éxito?
  • 13. Imagínese el sector más conservador del mundo, con una fuerte competencia, que operan dentro de los límites de los mercados emergentes. Y usted acaba de comenzar como un director de marketing de la compañía de más rápido crecimiento.... (última parte de la historia, lo prometo)
  • 14. Cultura Gente Modelo de Marketing Tecnología y Datos Planificación de Marketing Ejecución de Marketing MARKETING MÓVIL TRANSVERSAL
  • 15. Gente Modelo de Marketing Tecnología y Datos Planificación de Marketing Ejecución de Marketing MARKETING MÓVIL TRANSVERSAL Cultura
  • 16. "Easy Taxi" es una startup accionado por la cultura
  • 21. MODELOS DIFERENTES Transmisión del conocimiento - Easy Taxi FUNCIONES DIFERENTES REGIONES DIFERENTES Marketing Product Operation s … … Gulf States SE Asia North LATAM … … PartnersCompe- titors … Weekly Global Call Weekly Marketing Call Monthly Performance Calls Global Workshops every 2Q Email Lists | Skype Groups Health Checks Guidelines & Templates
  • 23. Modelo de Marketing Tecnología y Datos Planificación de Marketing Ejecución de Marketing MARKETING MÓVIL TRANSVERSAL Cultura Gente
  • 24. • No es “easy” ser una empresa de más de 500 personas!
  • 25. Easy Taxi RRHH - Highlights #1 No hay RRHH típico en Easy Taxi. #2 Contratar es una prioridad, en cualquier momento. #3 No contratamos a personas con experiencia. Son caros, difíciles de retener, y no trabajan duro. #4 Valoramos la motivación por encima del CV. Promovemos rápido y disparamos aún más rápido. Nuestros equipos son globales y altamente especializados.
  • 27. Tecnología y Datos Planificación de Marketing Ejecución de Marketing MARKETING MÓVIL TRANSVERSAL Cultura Gente Modelo de Marketing
  • 28. Operación orientada al negocio Producto público Foco en los mercados emergentes Dificul- tades (no marketing $$$) (requiere viralidad) Conoce la función de marketing en tu organización. (‘digital’ es difícil)
  • 29. SEM App install ads Otros canales Marketing estratégico – alianzas & growth-hacking Tiempo Pedidos 1 mes 2 mes 3 mes 4 mes 1M 2M 3M 4M Canales …se basa en una clara división entre los canales (la ’base') y marketing estratégico (crecimiento extra). Modelo de Marketing Easy Taxi
  • 30. Jornada del Cliente Easy Taxi Download Sign-up Book Purchase Push 1 Push 2 Push 3 Push Opt-in Ad 1 Email 1 Email 2 Push 1 Push 2 Ad 2 Ad 3 Email Push or Ad 1 Ad 2 Ad 3 Ad 1 Ad 2 Ad 3 Activación I Activación II Activación III FOCO: Guía para registrarse FOCO: Mostrar los beneficios FOCO: Explicar y educar Estudio de caso: la activación
  • 31. Planificación de Marketing Ejecución de Marketing MARKETING MÓVIL ESCALABLE Cultura Gente Modelo de Marketing Tecnología y Datos
  • 32. Sourcing Pre-processing Staging Dimensioning Presentation Relational Database NPS tool Attribution Log Files Mobile CRM ETL Advertising CRMEmail Performance Crashes App stores Storage Tool Vizualization Hadoop Data Warehouse Marketing Data Mart Reporting Integration Third-party Tool Data Mining Data Lake DATA
  • 33. Vizualization Reporting Data Mining Dashboards Ad-hoc query tool Automated reports & CSV Alerts Multidimensional analyses Executive Team leader Casual user Power user Partners FEEDBACK UPDATES DATA FLOW MAINTANANCE STRATEGY Operational cycle Security Management Data Quality & Governance Access Management DATA
  • 34. Channel Rides per Month Cohort Size Avg. Month 1 Avg. Month 2 Avg. Month 3 Avg. Month 4 Avg. Month 5 TOTAL LTV ($) 15 months Channel 1 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Inside Taxi Secret value Secret value Secret value Secret value Secret value 100% Secret value Channel 3 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 4 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 5 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 6 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 7 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Facebook Secret value Secret value Secret value Secret value Secret value 56% Secret value Channel 9 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 10 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 11 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Channel 12 Secret value Secret value Secret value Secret value Secret value Secret value Secret value Search engine Secret value Secret value Secret value Secret value Secret value 37% Secret value Channel 14 Secret value Secret value Secret value Secret value Secret value Secret value Secret value AVERAGE Secret value Secret value Secret value Secret value Secret value Secret value Secret value Ejemplo - "Taxi" tiene un cLTV más alto que los anuncios de Facebook. Pero ¿qué pasa con el CAC? DATA
  • 35. TECH
  • 36. TECH
  • 37. Pero, cómo convencer a su equipo?
  • 39. Ejecución de Marketing MARKETING MÓVIL TRANSVERSAL Cultura Gente Modelo de Marketing Tecnología y Datos Planificación de Marketing
  • 40. Targets del mes New Customers based on Cohort projection Cohort baseline Nuevos usuarios Usuarios existentes Mkt investment based on CAC projections - Improvements in Service - Improvements in Product - CRM & Campaigns Cohort improvements Retargeting Marketing Planning $$$ TARGETS
  • 43. MARKETING MÓVIL TRANSVERSAL Cultura Gente Modelo de Marketing Tecnología y Datos Planificación de Marketing Ejecución de Marketing
  • 47. (mi ejemplo de marketing personalizado) Un mes sin costo extra para los visitantes del CMO Summit! Contáctame: paul@easytaxi.com