This presentation of Digital Marketing framework and some case studies around creative digital marketing was presented by Saptarshi Roy Chaudhury at DigitalFest Conference 2016 in Hyderabad.
2. What A MARKETEER WANTS
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Acquire : Acquire new users / customers
Engage : Ensure they engage with the brand
Retain : Want them to keep coming back
Revenue : Ensure there is revenue generation
Referrals : Want them to send you more customers
3. A A R R R!
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THE PIRATE METRICS
By Dave McClure
Acquisition > Activation > Retention > Revenue > Referral
5. AARRR – AS AN ACTIVITY FRAMEWORK
Acquisition Activation Retention Revenue Referral
SEO
SEM
Social Media
PR
TV Ads
Affiliate programs
Email campaigns
Content
Product Features
Subscription etc
Retargeting
Email Campaign
Content
Events
Offers
Gamification
Conversion
Optimization
Product/ Service
Improvement
Pricing
Offers & Discounts
Virality
Incentivization
Branding
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6. AARRR Metrics
Acquisition Activation Retention Revenue Referral
Identify Metrics You Want to Measure Under Each of these Heads
ASK QUESTIONS
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7. ACQUISITION Metrics
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Which channels are driving the most volume ?
Which campaigns are driving the most traffic ?
Which Ads are working ?
Which channel has the lowest cost per acquisition ?
CREATE YOUR OWN LIST OF QUESTIONS
9. Retention Metrics
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Returning user percentage ?
Which retention activity has the maximum reach ?
Which retention activity has the maximum effectiveness ?
CREATE YOUR OWN LIST OF QUESTIONS
10. Revenue Metrics
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What percentage of your users convert to revenue generating customers ?
What’s your Avg. Revenue per User ( ARPU)
Which channels are driving the maximum revenue ?
Which channels are ROI positive ?
What’s Your Life Time Value (LTV) for a customer ?
CREATE YOUR OWN LIST OF QUESTIONS
11. Referral Metrics
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CREATE YOUR OWN LIST OF QUESTIONS
What percentage of active users are referring new users ?
Avg. Number of Referrals / user ?
Which Referral incentives are working best ?
Effective cost per acquisition ?
12. HOW IT HELPS
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Structured thought process - under each segment you can plan the activities
you need to do
Better Measurement - You know what to measure under each segment and
know what they mean
Easy to identify broken pieces and fix them