Growth hacking – not just for startups!Sean McClowry

Partner, Deloitte Digital

A U G U S T 2 0 1 8

“The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself.” – (Ryan Holiday)

“Growth hacking is more of a mind-set than a tool kit..” – (Aaron Ginn)

“Growth hacking just means building something quickly or testing the boundaries of what can be done” – (Mark Zuckerberg)

G R O W T H H A C K I N G

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Famous growth hackers …

What is growth hacking?G R O W T H H A C K I N G

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MarketingTech

Customer Insights

Data Driven Mindset

Discovering Opportunities Experimentation & innovation Scaling based on outcomes

G R O W T H H A C K I N G

What are we hacking for?

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Enablement & new op models Transparency and control of your data

Increased customer base and reach

Improved conversion rates Improvements in customer experience

Increased share of wallet Ad spend optimisation Reduced churn

Increased channel adoption

Improved product design and adoption

How to make it work at your company

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G R O W T H H A C K I N G

Gain a deep understanding of your customersData doesn’t paint the full picture - you really need to understand your customers through multiple techniques

Get the right platform for data-driven marketingA platform to understand and optimise the omni-channel customer experience

Become an Insight driven organisationMeasure the past, optimise the present and predict the future

Change your skills and ways of working Get the right combination of skills and an operating model that brings a data-enabled, agile approach to marketing

Drive a culture of experimentationCrystal balls don’t exist, you need to innovate, experiment and try new things within an overall plan, just like a good startup.

Get the foundation right but have an eye on the futureGet an experimentation op model right as a discipline, roll out technology progressively and have an eye on the future

Gain a deep understanding of your customers

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G R O W T H H A C K I N G

Know your product Use a variety of techniques to gain

insights

Omni-channel attribution

across the full journey

Get the right platform for data-driven marketing

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G R O W T H H A C K I N G

Destinations & Channels

Data Sources

1st Party Conversion or event Data

Data Lakes, CRM

e.g. Purchased data

Digital Analytics Data

1st Party

Omni-channel Data

2nd/3rd Party

Online Data Event Data (Ad impressions)

AUDIENCE MANAGER

3rd Party Conversion or event Data

Target Media Optimizer

Off site Advertising

On site Personalisation

Campaign

Direct Marketing

DMP

Become an insight driven organisation

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G R O W T H H A C K I N G

D u r i n g H o r i z o n s & o n w a r d s

Data & Experience

Analysis

Key activities:

• Omni channel data analysis

• User screen recordings

• SEO and trend analysis

• Service design

• Usability testing

• Co-design workshops

• KBR & KPI definition

• Synthesis

Rapid Prototyping

Key activities:• Onboard synthesis into design

sprints • Cross disciplined teams • Synthesis validated design• Responsive HTML prototypes • Usability testing

Data Driven Solution

Key activities:

• Data driven creative

• Data driven content

• Data driven customer segments

• Personalisation evolution

• Iterative releases

Test & Learn Optimisation

Key activities:

• Cross disciplined optimisation team

• Always-on conversion improvement

• Growth experimentation

• Continuous customer feedback iterations

• Value based prioritisation = CX + Business Value + Ease

Change your skills …

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G R O W T H H A C K I N G

Growth Hacking

ExperimentationData Science Marketing Optimisation

Service Design / Experience Design Product Design Innovation CultureCustomer Insights

… and ways of working

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G R O W T H H A C K I N G

Drive a culture of experimentation

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G R O W T H H A C K I N G

Gathering ideas for potential experiments from across the

business

Discover

Selecting ideas and investigating them further

Explore

Designing selected experiments and planning their execution

Create

Executing experiments, measuring outcomes and capturing lessons

learned

Run

Drive a culture of experimentation

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G R O W T H H A C K I N G

Foundation with an eye on the future

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G R O W T H H A C K I N G