An introduction to the concepts & technologies behind Growth Hacking...

1. Intro to Growth Hacking
It’s a Digital World

2. A “Love Story” for two…

3. With additional interested stakeholders…

4. › The “Digitization” of
Businesses follows the ongoing
“Digitization” of our daily
lives
› The “Digital
Consumer/Customer” journey has
become substantially more
complex & fragmented
› In parallel the “Digital
Company” must adopt “Digital”
tools & introduce “Digital”
skills to respond to the
rapidly changing ecosystem

5. Window Shopping

6. Online Shopping

7. Opinions / Ideas Exchange

8. Social Media / chat / messaging

9. There’s no “Digital Strategy” anymore,
just Strategy in a Digital World

10. It’s not only Digital
Digital Physical
but Digital increases in importance

11. Digital has key differences
› Two way communication / Interactive
› Can be real time
› “Lazer Sharp” Targeting!
› Granular Buying / Cost per individual (Programmatic)
› “Accurate” measurement
› Democratic – available to everyone / low barrier of entry – A LOT
OF NOISE!!!

12. Digital Marketing “Transit” Map
Source: Gartner (http://www.gartner.com/imagesrv/summits/docs/na/digital-marketing/gml_037_TransitMap_Oct2014.pdf)

13. It’s not complex – It’s all about … fishing
The right message, to the right person, at the right time/context
Water=Customer Journey(s)
Fish=Customer(s)
Fishing Rod=Technology Stack
YOU
YOUR BUSINESS

14. Customer Journey - It’s an infinite loop
Discovery Activation
(Engagement)
Transaction
(Conversion)
Advocacy
(Amplification)

16. The Nielsen 3 “Rs” Framework
Reach x Resonance = Results
Brand
Performance
ROI
…
Interaction
Engagement
CTR
Dwell time
…
Impressions
UUs/ UBs
Viewability
…

17. Digital Touchpoints

18. Inbound vs Outbound

20. Display Lumascape

21. Display Lumascape
DEMAND SUPPLY

22. AdTech Stack – “Traditional” Display
DEMAND SUPPLY
1st Party
(Publisher)
AdServer
3rd Party
(Advertiser)
AdServer
Data Management Platform (DMP)
3rd Party Apps & Tools
Dynamic Creative Optimization
Yield Management
Native Advertising
Media & Asset Management Systems
Verification
Attribution

23. AdTech Stack - Programmatic
DEMAND SUPPLY
1st Party
(Publisher)
AdServer
3rd Party
(Advertiser)
AdServer
Data Management Platform (DMP)
Demand Side
Platform
(DSP)
Supply Side
Platform
(SSP)
Ad Exchange
3rd Party Apps & Tools
Dynamic Creative Optimization
Yield Management
Native Advertising
Media & Asset Management Systems
Verification
Attribution

24. Definitions
› Ad Server = An Ad Server is a web based tool used by publishers, networks and advertisers to help with
ad management, campaign management and ad trafficking. An ad server also provides reporting on ads
served on the website.
› “Programmatic buying is the process of executing media buys in an automated fashion through digital
platforms such as: exchanges, trading desks, demand-side platforms (DSPs) and supply-side platforms
(SSPs).This method replaces the traditional use of manual RFPs [Requests For Proposal], negotiations
and insertion orders to purchase digital media.”(Business Insider, September 2012)
› Ad Exchange = Online automated marketplace that facilitates the buying and selling of inventory across
multiple SSPs and DSPs
› Demand Side Platform (DSP) = An advertising technology platform which allows marketers to manage their
online media campaigns by facilitating the automated buying of display media and audience data across
multiple inventory and data suppliers in a centralized management platform.
› Supply Side Platform (SSP) = An advertising technology platform which enables the suppliers of online
ads (Publishers) to offer their inventory through AdExchange(s)
› Real Time Bidding (RTB) = It’s a technology protocol facilitating one of the possible automated
trading mechanisms – a real time auction. For the time being it’s the prevailing mechanism to
accomplish automated trading and as such it’s commonly used in place of the more general term
Programmatic. In reality RTB is part of Programmatic.
› Data Management Platform (DMP) = a unified technology platform that intakes disparate first-, second-,
and third-party data sets, provides normalization and segmentation on that data, and allows a user to
push the resulting segmentation into live interactive channel environments for private use and / or
monetization.

25. Targeting options in Digital include, but are
not limited to:
› Date/Time
› Location
› Device
› OS
› Browser
› Demographics
› Static Segmentation (Audiences)
› Behavioral (based on actions)

26. Retargeting / Remarketing
Source: Right Now Communications (http://www.rightnowinc.com/blog/how-ad-retargeting-works/)

27. Digital Growth Technology Stack
Owned Media
(Web Site, eCommerce, Blog, Vlog, Mobile App etc)
3rd party Media
(FB, Twitter, Instagram, Pinterest, Linkedin, Digital
Media etc)
Intent Capturing / Feed the “Funnel”
(Purchases, Web Forms, DMP, Newsletter Registration)
Paid Advertising
(Digital Advertising, Programmatic, Search, Social etc)
CRM
Feedback Loop
(AdServer, Retargeting, Newsletter, Automated Responses, Loyalty Platform etc)
BI / Analytics

28. Digital Growth Technology Stack example
Source: CBINSIGHTS (https://www.cbinsights.com/blog/saas-marketing-stack/)

29. The Acronyms … Bomb!
Click on the bomb to view the IAB glossary

30. What do I do with all these?
The following list of steps provides a quick & easy mechanism, to make sure that you don’t
lose focus. Ask the Basic Questions:
1) What is your (TRUE) end Goal? What are you trying to accomplish? Are you advertising to
enhance your Brand recognition & recall or do you have specific Performance Goals? Do
you want to speak to existing or new customers? is your goal to drive actual sales? If
so of the entire portfolio or of a specific product? And most importantly How will /
can you measure the achievement of your goals?
2) Which capabilities, necessary to achieve that goal, exist in-house and which ones you
expect will need to outsource?
3) What’s your Budget?
4) Put all of the above on a single piece of paper: It doesn’t have to be an essay – just
a simple page at most. Bullet points & relevant headers work fine. It’s good discipline
and it pays off in the long run to have a reference point. This is essentially the
Brief of what you’re trying to accomplish.

31. › Back to the basics – Clearly define your goals
› Understand your prospective customer – learn its digital habits / habitats
› Create “hooks” that provide value to your prospective customers – Establish
meaningful “conversations”
› Try – Measure – Enhance - Repeat
› Start building a Digital Growth Technology Stack
› Pick the right partners – you can’t do everything on your own
› It’s all about the business!!! Digital / Technology is the tool – the means
to an end
Recipe for Success

32. › Try everything at the same time
› Focus solely on technology & its features
› Try to do everything inhouse
› Blindly copy the latest “success” story
› Fixate on the Digital Metrics (e.g. UUs, CTR etc) and forget about your true
end goal(s)
Accident waiting to happen

33. Every Brand is a MEDIA Company!

34. Elias Gagas
elias.gagas@digitowl.ltd