Winning an Unfair Game using Data Science

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ICT Spring EUROPE

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ICT Spring EUROPE

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The Growth Master• Founder, CEO of Growth Machines & Growth Academy, Mentor

at 500Startups Silicon Valley, Optimized $1B+ in Ads.

• Founder of SearchForce and pioneer to apply Wall Street Analytics and Quantitative Trading Techniques to Advertising for Portfolio Optimization. Raised $10M+ in financing, developed a Cross-Channel Optimization SaaS Platform Based and took the company to profitability.

• Patel has managed clients with some of the world largest ad budgets such as Salesforce.com, Priceline, Experian, Oracle, AT&T YellowPages, Progressive and Scottrade.

• Growth seminars at Oxford, 500Startups, General Assembly, UC Berkeley and at several top-tier VC firms around the world. Upcoming book on Growth Hacking.

• MBA in Brand Marketing from Cornell's Johnson School of Business.

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5 Tectonic Shifts that accelerate the need for Change in Digital

5 P’s Growth Model that will help you leverage Data Science in Marketing to Win an Unfair Game

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Probability of Winning is Slim

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Be Vanilla

International Ice Cream Association the Top 10 flavours of ice cream in order are: vanilla, chocolate, butter pecan...

Vanilla (#1) got approximately 28% of sales and chocolate (#2) got approximately 8% of sales. In this instance, being #1 makes you 350% better off than #2.

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Speed RulesHedge fund Spent

$300M to increase speed

by 3 Milliseconds = .003

Seconds

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Hyper-Inflation & Ultra Competition

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SEO is not JUST SEO

~ Rand Fishkin, Wizard, Moz

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16twitter @meetsamirPlatforms 2.0Search, Social, Mobile, Video,

Messaging$100M+ Users

Available

~ Dave McClure

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New Winners on New Platforms

18twitter @meetsamirA Zillion Ways to Acquire Users

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The Frazzled Customer

Engage or Die

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Unprecedented Opportunity

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Action

Grow Fast or

Die Slow

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Scalable, Predictable & Repeatable

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Learn & Apply

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-Guy Kawasaki

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$$ Chief Growth Officer

Π Quant ℗ Designer

∞ Hacker Ğ Channel Gurus

The New Growth Squad

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Poets & Quants

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Reporting Squirrels vs Action Ninjas

Inspiration: Avinash Kaushik

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Why?

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Learn

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Six Key Startup Metrics

• Churn• CMRR (Contracted Monthly

Recurring Revenue)

• Cash • LPC (Lifetime Profit per

Customer)

• Customer Acquisition Cost Ratio

• Cost Per Acquisition

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Hack# : Lean Canvas Hack

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Differentiate OR Die

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Hack# : Marketing Strategy

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~ Brian Balfour, Hubspot

Hack# : Channel Risk Modeling

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~ Brian Balfour, Hubspot

Learn

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High Frequency Omni-Channel Data

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Process

•OKR’s•Growthalytics•Kaizen

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Website.com

4. REFERRAL

Emails & widgets

Campaigns, Contests

5. R

evenue $

$$

Biz DevAds, Lead Gen, Subscriptions,

etc

2. A

ctivatio

n

Homepage / Landing Page

Product Features

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Network

sBlogs

Domains

3. RETENTIONEmails & Alerts

Blogs, Content

System Events & Time-based

Features

~ Dave McClure, Metrics for Pirates

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Growth Process

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Applied Data Science

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Takeaway # 1

Every action that does not bring the company closer to its goal is not

productive.

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Takeaway # 2

Run Growth on OKR’S.

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Takeaway # 3

PostmortemCadence

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Statistics for Kaizen

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Learn & Apply

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62twitter @meetsamirTraffic Acquisition

Market Research & User Feedback

Email Marketing

Competitive Research Tools Sales Intelligence

Lead & Customer Acquisition

AB / Multivariate Testing

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Samir PatelPresident & CEO, GrowthMachines

samir@GrowthMachines.coTwitter @MeetSamir

Growth Mentor @500Startups