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Adam Ferguson Traction Growth Hackers Dublin June 2015

Jul 31, 2015

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Page 1: Adam Ferguson Traction Growth Hackers Dublin June 2015

TRACTION.IE Adam Ferguson ���

Page 2: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   2  

Adam  Ferguson  Head  of  Online  Marke5ng  

Page 3: Adam Ferguson Traction Growth Hackers Dublin June 2015

Life  before  Ding  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   3  

Page 4: Adam Ferguson Traction Growth Hackers Dublin June 2015

LIFE  BEFORE  DING  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   4  

Page 5: Adam Ferguson Traction Growth Hackers Dublin June 2015

Why  mobile  air5me?  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   5  

Page 6: Adam Ferguson Traction Growth Hackers Dublin June 2015

MARK  RODEN  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   6  

Page 7: Adam Ferguson Traction Growth Hackers Dublin June 2015

LOOKED  AT  PEOPLE’S  BEHAVIOUR  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   7  

Page 8: Adam Ferguson Traction Growth Hackers Dublin June 2015

WHAT  PROBLEM  ARE  WE  SOLVING  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   8  Havana, Cuba Miami, Florida

Page 9: Adam Ferguson Traction Growth Hackers Dublin June 2015

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

Page 10: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   10  

The  business  

Page 11: Adam Ferguson Traction Growth Hackers Dublin June 2015

INITIAL  STRATEGY  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   11  

Ding  connected  directly  to  300  emerging  market  mobile  operators  in  5  years  

Page 12: Adam Ferguson Traction Growth Hackers Dublin June 2015

DISTRIBUTION  CHANNELS  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   12  

Page 13: Adam Ferguson Traction Growth Hackers Dublin June 2015

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  

Page 14: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   14  

Online  marke5ng  

Page 15: Adam Ferguson Traction Growth Hackers Dublin June 2015

OUR  CHALLENGE  AS  A  TEAM    

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   15  

Money  doesn’t  grow  on  Trees!  

Page 16: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   16  

Analy5cal  approach  

Page 17: Adam Ferguson Traction Growth Hackers Dublin June 2015

ANALYTIC  APPROACH  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   17  

What  connects  these  objects?  

Page 18: Adam Ferguson Traction Growth Hackers Dublin June 2015

-­‐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  

Page 19: Adam Ferguson Traction Growth Hackers Dublin June 2015

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

Page 20: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   20  

Best  paid  channel  

Page 21: Adam Ferguson Traction Growth Hackers Dublin June 2015

PAID  SEARCH  WHERE  WE  ARE  

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   21  

6,000  Campaigns  

24,000  Ad  Groups  

120,000  Keywords      

Page 22: Adam Ferguson Traction Growth Hackers Dublin June 2015

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)

Page 23: Adam Ferguson Traction Growth Hackers Dublin June 2015

©  ding*  2014  ding*  Presenta2on  Title  -­‐  14  June  2014   23  

Ques5ons  

Page 24: Adam Ferguson Traction Growth Hackers Dublin June 2015

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