Lean Marketing

•  PR •  SEM •  SEO •  Billboards •  Radio ads •  Daily deals •  Street teams •  Flyering •  Direct mail •  Promotional discounts •  Adopt a highway •  Direct Sales •  …

If you only had $1.00 more to spend, where would you put it?

What drives this decision?

Radio  ads  ($100)  58%  

Word  of  mouth  ($95)  12%  

SEM  (-­‐$25)  10%  

Guerilla  ($87)  8%  

Adopt  a  Highway  (-­‐$85)  

5%  

Billboards    (-­‐$3,000)  

4%  

Everything  else  ($25)  3%  

Constant  Channel  Measurement  •  PR •  SEM •  SEO •  Billboards •  Radio ads •  Daily deals •  Street teams •  Flyering •  Direct mail •  Promotional discounts •  Adopt a highway •  Direct Sales •  …

If you only had $1.00 more to spend, where would you put it?

When  you’re  young,  do  what  you’re  good  at  

Build  a  strong  brand  idenNty  

Who  will  use  us?  

What  do  they  need  us  for?  

Where  will  they  realize  they  need  us?  

How we learned where to spend on acquisition

Test  

Measure  Refine  

Positioning Target market

Use cases Marketing channels

Top of funnel CPA Churn Lifetime Value

Test new channels Test new campaigns

Reinforce working campaigns Scale effective channels

Ideation

Build  a  strong  brand  idenNty  

Who  will  use  us?  

What  do  they  need  us  for?  

Where  will  they  realize  they  need  us?  

How we learned where to spend on acquisition

Test  

Measure  Refine  

Positioning Target market

Use cases Marketing channels

Top of funnel CPA Churn Lifetime Value

Test new channels Test new campaigns

Reinforce working campaigns Scale effective channels

We  measure  impact  every  day  

Ideation

•  KISS Metrics •  Google analytics •  SurveyMonkey •  GUI based email provider (madmimi, mailchimp) •  SQL •  Shell based scripting language (python, ruby, etc.) •  Graphic design: Photoshop, Illustrator •  Rapleaf •  Daily marketing dashboards (Excel, RJ Metrics, etc.)

•  Interview real customers in person

How do we measure? Essential tools for startup marketers

Go beyond: Our internal tracking tool gives us more visibility •  Tracking by user

–  Parse HTTP requests –  Referrer, utm parameters,

domain, search term –  Associate with user ID –  30-day retroactive cookie

User  ID   228297  Date   2/28/12  3:52  utm_source   google  utm_medium   cpc  data   hXp://www.google.com/aclk?sa=l&ai=  …  domain   www.google.com  utm_content   FurnitureDelivery_BP  utm_term   furniture  delivery  service  utm_campaign   S_Tasks  

This user may have joined from adwords

Iden=fy  macro-­‐trends  in  channels,  messaging,  demographics,  zip  codes  

30 days ago

Today

User signs up

Email Newsletter

First Task Posted

Set tracking cookie

•  60% of all new TaskPosters receive a quick survey •  Helps measure word-of-mouth, offline and other hard-to-

quantify sources

Automatic channel surveys reveal the qualitative

Where would you spend your marketing dollars?

Geographic measurements tell us where virality seeds

•  Email newsletter weekly A/B testing by geo

•  Rules and behavior based emails

•  Loyalty program user research

•  Advocacy and research groups (e.g. Yelp elite, ModSquad)

Don’t forget about retention – it’s cheaper

Test  

Measure  

•  Current “Rabbit Report” converts at 20% •  Let’s test 30-day conversions per user

–  TaskRabbit vs. Task of the week

Weekly Testing: Newsletter example

View rate: 40% CTR: 80% Conversion: 35%

Cost per email: $0.01 Cost per task: $0.09

View rate: 40% CTR: 60% Conversion: 10%

Cost per email: $0.01 Cost per task: $0.42

•  Test everything: not just channels •  It’s brand, location, messaging, value proposition, AND

channel testing

Be Holistic

Positioning

5%  Disp.  Conv.  

10%  Disp.Conv.  

Geo

Brand

Channel