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Multi channel journeys inside growth

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Michael Briggs
Director, Growth
@SkyscannerGrwth
Developing Multi-channel Journeys
that Drive Growth

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In Digital Marketing
almost 20 years
Worked in
Edinburgh, Glasgow,
Dubai, London and
Manila
Joined Skyscanner 3
years ago
...

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Modelling for Marketing
WhatsApp

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Multi channel journeys inside growth

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Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.

For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.

Discover how Skyscanner does Growth across different channels with Growth Director, Michael Briggs.

For more information visit https://medium.com/@Skyscanner/multi-channel-journeys-inside-growth-ddc2ff87af30 and https://www.skyscanner.net/mobile.html for a working example of our product in motion.

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Multi channel journeys inside growth

  1. 1. Michael Briggs Director, Growth @SkyscannerGrwth Developing Multi-channel Journeys that Drive Growth
  2. 2. In Digital Marketing almost 20 years Worked in Edinburgh, Glasgow, Dubai, London and Manila Joined Skyscanner 3 years ago Director inside Central Growth
  3. 3. Modelling for Marketing WhatsApp
  4. 4. Modelling for Marketing WhatsApp Facebook
  5. 5. Modelling for Marketing WhatsApp Facebook Google
  6. 6. Modelling for Marketing WhatsApp Facebook Google Email
  7. 7. Modelling for Marketing WhatsApp Facebook Google Email Phone
  8. 8. Modelling for Marketing WhatsApp Facebook Google Email Snapchat Awareness Interest Decision Action
  9. 9. At Skyscanner we … • Believe in growth rather than marketing • Focus on the problems we solve for users • Develop systems and mechanisms to deliver solutions to these problems
  10. 10. At Skyscanner we have our own approach
  11. 11. How we measure growth at Skyscanner
  12. 12. How we measure growth at Skyscanner User comes to your business from various channels
  13. 13. How we measure growth at Skyscanner User has a positive experience from your product/service
  14. 14. How we measure growth at Skyscanner User got value before and returns, visiting visits multiple times
  15. 15. How we measure growth at Skyscanner User likes experience and product so much they tell their friends about you and refers them
  16. 16. How we measure growth at Skyscanner User conducts the activities that generate revenue
  17. 17. How we measure growth at Skyscanner Channel and Content appropriate for first time visitors Channels and Content appropriate to develop repeated use
  18. 18. Acquisition Activation Retention Reduces Acquisition Costs
  19. 19. Acquisition Activation Retention Reduces Acquisition Costs Maximises Customer Lifetime Value
  20. 20. Acquisition Activation Retention Reduces Acquisition Costs Maximises Customer Lifetime Value Drives sustainable long term compound growth
  21. 21. UMV -> Pirate Metrics -> CLV For this to work
  22. 22. A multi-channel approach to growth requires : 1. Validate that potential users see this as a problem 2. Understand as deeply as possible the user problem you are solving 3. Develop solution(s) to these problems 4. Create channel visibility in these places 5. Launch responses to re-engage users who don’t get the value 6. Measure everything 7. Restart at stage one
  23. 23. A multi-channel approach to growth requires :
  24. 24. “Take a risk and keep testing, because what works today won’t work tomorrow, But what worked yesterday may work again.” Amrita Sahasrabudhe
  25. 25. Moving from theory into practice
  26. 26. Our Hypothesised User Problem Example “I want to go on holiday to Ibiza but I don’t want to get a good deal on my flights as I’m tired of dealing with witches and the dwarves need a break also”
  27. 27. Validating the problem Discovery Channel Platforms Extent of the problem Search Engines Google, Yandex, Yahoo!, Naver, Bing In some markets lots of questions being asked, in some markets not as important Forums Quora, Yahoo! Answers. Forums Number of questions being asked Social Facebook, Twitter Ongoing deep conversations Ask questions of users User satisfaction, users testing Some qualitative data available
  28. 28. Best Time to Book Solutions
  29. 29. Channel based experiments • SEO • SEM (PPC) • Social posts • Email promotion
  30. 30. Baselines on retention characteristics
  31. 31. Baselines tell us certain things • The differences in retention between : • new and returning users • Mobile and desktop users • Entry Channel performance • Natural Multi-channel performance
  32. 32. How we leveraged this data?
  33. 33. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  34. 34. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  35. 35. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  36. 36. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  37. 37. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  38. 38. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  39. 39. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  40. 40. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  41. 41. IF This Then That Model QuestionsRetentionActivationAcquisition Acquired User through channel and messaging Gets Product Value User Returns What can we learn from the cohorts behavior and apply? User Doesn’t Return What happened differently? Does Something Else User Returns What led the user to return User Doesn’t Return What does the behavior tell us we could have done better Bounces User doesn’t return What could we improve to deliver more value?
  42. 42. Opportunities • Email contact to those on newsletter • Onsite merchandising and personalisation • Retargetting on Facebook and other platforms • Potential set of new content required by users
  43. 43. Winning channel journeys are replicated
  44. 44. Our MVP hadn’t fully solved the problem “I want to go on holiday to Ibiza but I don’t want to get a good deal on my flights as I’m tired of dealing with witches and the dwarves need a break also”
  45. 45. Product Updated
  46. 46. Product Updated
  47. 47. Cannibalisation vs Incremental Growth in Multichannel
  48. 48. Brand Bidding : Biggest fight in search!
  49. 49. Brand Bidding Experiment No ads showing on brand terms Ads showing on brand terms Incremental Value Cannibalisation Paid Search Organic Search
  50. 50. Two questions we looked to answer 1. What is the impact of brand bidding on brand search? 2. If we pay for sessions is there really a benefit of this activity?
  51. 51. Test Design 1. Have a test and control market (with similar characteristics) 2. Phase ad delivery in the test market 3. Change nothing in the control market 4. Analyse results for sessions and revenue
  52. 52. How we ran the experiment Market Phase 1 Phase 2 Phase 3 Phase 4 Test Control Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop
  53. 53. How we ran the experiment Market Phase 1 Phase 2 Phase 3 Phase 4 Test Control No Brand SEM Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop
  54. 54. How we ran the experiment Market Phase 1 Phase 2 Phase 3 Phase 4 Test Control No Brand SEM Brand SEM Mobile Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop
  55. 55. How we ran the experiment Market Phase 1 Phase 2 Phase 3 Phase 4 Test Control No Brand SEM Brand SEM Mobile Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop
  56. 56. How we ran the experiment Market Phase 1 Phase 2 Phase 3 Phase 4 Test Control No Brand SEM Brand SEM Mobile Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop Brand SEM Mobile + Desktop
  57. 57. Results 1 2 3 Organic Sessions were cannibalised All of these were recovered through paid activity And, sometimes, there was an incremental gain.
  58. 58. Results 4 5 6 Incremental revenue was achieved This was across all device types The change in revenue varies by new and returning users!
  59. 59. Takeaways 1. Put the users needs first when developing any strategy 2. Analytically process results to understand where is most effective 3. Multichannel isn’t always sequential 4. Be willing to be proven wrong!
  60. 60. Edinburgh • Glasgow • Singapore • Beijing • Miami • Barcelona • Shenzhen • Sofia • Budapest For more example Case Studies about experiments inside channels and a copy of theseslides, visit: bit.ly/multichanneljourneys

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