Adam Ferguson Traction Growth Hackers Dublin June 2015
24
TRACTION.IE Adam Ferguson
Transcript of Adam Ferguson Traction Growth Hackers Dublin June 2015
TRACTION.IE Adam Ferguson ���
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 2
Adam Ferguson Head of Online Marke5ng
Life before Ding
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 3
LIFE BEFORE DING
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 4
Why mobile air5me?
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 5
MARK RODEN
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 6
LOOKED AT PEOPLE’S BEHAVIOUR
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 7
WHAT PROBLEM ARE WE SOLVING
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 8 Havana, Cuba Miami, Florida
PREPAID MOBILE AIRTIME
Air5me is hugely valuable if you live in an emerging market
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 9
Make calls... ...access the internet... ...make better decisions
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 10
The business
INITIAL STRATEGY
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 11
Ding connected directly to 300 emerging market mobile operators in 5 years
DISTRIBUTION CHANNELS
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 12
TRANSACTIONS PER DAY SINCE 2006
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 13
-‐
20,000
40,000
60,000
80,000
100,000
120,000
Nov-‐06
Feb-‐07
May-‐07
Aug-‐07
Nov-‐07
Feb-‐08
May-‐08
Aug-‐08
Nov-‐08
Feb-‐09
May-‐09
Aug-‐09
Nov-‐09
Feb-‐10
May-‐10
Aug-‐10
Nov-‐10
Feb-‐11
May-‐11
Aug-‐11
Nov-‐11
Feb-‐12
May-‐12
Aug-‐12
Nov-‐12
Feb-‐13
May-‐13
Aug-‐13
Nov-‐13
Feb-‐14
May-‐14
Aug-‐14
Nov-‐14
Feb-‐15
May-‐15
Average transac5ons/day
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 14
Online marke5ng
OUR CHALLENGE AS A TEAM
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 15
Money doesn’t grow on Trees!
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 16
Analy5cal approach
ANALYTIC APPROACH
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 17
What connects these objects?
-‐270 customers with an apparent CPA of $87
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 18
Total Views: 10m 1st TX: 270 CPA: $87
Display Network
Social Ad network
Views: 4.6m 1st TX: 129 CPA: $85
Views: 2.7m 1st TX: 26 CPA: $162
Views: 2.8m 1st TX: 115 CPA: $75
DISPLAY RESULTS AT A GLANCE
A SPLIT TEST SHOWS..
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 19
Remarketing Campaign
ezetop ads dummy ads
1st TX: 7 1st TX: 10
Impact: Nil
50% of impressions
50% of impressions
Contextual campaign
ezetop ads dummy ads
1st TX: 13 1st TX: 6
50% of impressions
50% of impressions
Impact: 7 new customers at a real CPA of $324
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 20
Best paid channel
PAID SEARCH WHERE WE ARE
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 21
6,000 Campaigns
24,000 Ad Groups
120,000 Keywords
WHERE WE ARE GOING 1. Customer 2. Hits Our Ad 3. ding.com 4. Converts
5. Data Mining 6. Data to IntelliAd 8. Growth 7. Bid op5misa5on
#New Customers*(LTV-CPA)
© ding* 2014 ding* Presenta2on Title -‐ 14 June 2014 23
Ques5ons
