Branchout 2017 - Day 2 Session - Sigal Bareket
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Growth Marketing at Lyft By Sigal Bareket, Director of Growth Marketing at Lyft Join Lyft's Director of Growth Marketing, Sigal Bareket, for a deep dive into manifestations of mobile marketing and growth at Lyft.
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Branchout 2017 - Day 2 Session - Sigal Bareket
- 1. Growth Marketing at Lyft The Secret of Success Sigal Bareket Director of Growth @s_bareket
- 2. Growth Marketing at Lyft The Secret of Success
- 3. As growth marketers we follow one basic rule Keep growing as long as you can meet your ROI targets.
- 4. Lyft is a marketplace Balance supply and demand: Stop acquiring drivers if you can't match them with passengers.
- 5. Lyft is a regional marketplace Supply and demand should be balanced in real time and within 4 minutes of each other.
- 6. Passengers B2C Short funnel Optimize for first ride Drivers B2B Long funnel Optimize for hours on the platforms We acquire and engage two very different audiences
- 7. We are committed to improving people’s life so the economics should work for everybody
- 8. Lyft growth marketer’s task Acquire and retain two very different audiences with different goals, and have them meet at the right place and the right time to execute a ride that will pay off.
- 9. Wow… Is it possible???
- 10. x2 growth Yes!
- 11. The secret of being a growth marketer at Lyft is...
- 12. Connecting the dots (used to be breaking the silos, but this is so 2016… )
- 13. Connecting the dots among teams Growth marketing Product / Engineering Data science The Pod Structure
- 14. First week = Lyft-Line The challenge - approved drivers who get “Lyft-Line”on the first week
- 15. Growth marketing Brand marketing Local marketing Connecting the dots among the user’s touch points 31% decrease in CPL (cost per lead) 8% increase in CTR (click-through rate) vs existing controls
- 16. #DeleteUber Connecting the dots between the user’s lifecycle steps
- 17. OnboardingAcquisition Follow the user’s journey Engagement Retention
- 18. #DeleteUber Invest heavily in driver acquisition Balanced Marketplace
- 19. To sum upTo sum up…. 1. Remember the marketer’s Holy Trinity 2. Increase acquisition CR by multiple touch points 3. Keep consistent communication from the very first touch point throughout the user lifecycle
Hinweis der Redaktion
- At Lyft life is more complicated
- We cannot balance supply in SF and demand in LA
- we will be over 1% of the labor force, we are fundamentally changing the job industry in the us and with that comes the responsibility to make sure our drivers can provide for their families .
- Change the story - still work but not true
- Our work is getting more complicated - to be successful, we need to follow the user journey and move any blocker