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Marketing Now Means Growth
Evolution in data and technology has changed the world of marketing. Marketing’s impact is now quantified, measurable, and attributable.
The KPIs for marketing’s own performance are no longer limited to NPS scores, brand awareness, and/or affinity. Even the more quantitative measures like open rates, CTRs, unique visits are now deemed vanity KPIs. Instead, Marketing is now accountable for and hence measuring installs, registrations, subs, conversion rates, average order size, DAU (D1, WAU D14, D60, etc), MAU, LTV, reactivation rate or addressing churn rates, and others.
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Understanding Expectations
A big reason why users churn is when their Expectations do not match the Experience. Marketing now has the ability to understand “EXPECTATIONS” before it delivers the “EXPERIENCE” — a big shift forward.
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Growth Measurement and Analytics Framework
... in 3 key levers:
- Purpose — Understanding Core Value Proposition for your Product; without this your product will not exist
- Core Action — The one action you want your users to take as soon as possible.
- Cycle — How often/frequently do you want them to take that action.
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