1.
CUSTOMER ACQUISITION
FROM ZERO TO SIXTY
10.15.2014
#MakeMoney

2.
©2013 Confidential. Do not distribute. All rights reserved.
@julepmaven

3.
Uh…everything’s perfectly all right now
We’re fine. We’re all fine here now, thank you.

4.
ZERO TO SIXTY
1. Data comes first
2. Understand your customer
3. Learn the ecosystem
4. Embrace Risk

5.
#1 – Data Comes First
“It is a capital mistake to
theorize before one has
data. It biases the
judgment.”
-- Sherlock Holmes

6.
Get Your Tracking In Order
1. Get maximum visibility
2. Establish a credible
relationship to
business results

7.
How To Get The Tracking You Need
1. Pick a platform (ad server, attribution manager)
2. Map out all of the channels
3. Define the activities that matter
4. Partner with engineering on the implementation
5. Partner with Business Intelligence on the financial side

8.
Build A Credible, Meaningful Data Stream
• Get as much measured as possible under a single platform
• Recognize tech limitations – pick the right source of truth for
each key component (site, advertising, brand)
• Establish a data connection between front-end activity and
business results (ROAS, LTV)

9.
#2 Learn Your Customer
• Who she is
• What she wants
• Why she buys

10.
Who She Is….
BRANDS: Topshop,
Nordstrom, Sephora
MEDIA: Gmail, Popsugar,
Facebook, Pandora, Hulu,
MTV, Allure, Vogue
AGE: 18-44
GENDER: Female
INTERESTS:
Music, art, the
environment
OCCUPATION: Store Manager,
Retail, Student, Mom

11.
What She Wants...

12.
Why She Buys
“Beauty is about connection,
not competition”

13.
Get And Leverage Consumer Insights
• Find ad tech partners that can provide audience analysis
• Monitor your social feeds and find the common threads that
can inform better experiences
• Develop creative and offer variations that test theories about
what and why they are buying

14.
#3 Understand The Ecosystem

15.
Learn the ecosystem

16.
Understand Where They Fit

17.
Find The Shortest Path To Your Audience

18.
Engage Marketing Partners That Add Real Value
• Learn the questions to ask to determine what’s different
• Avoid engaging multiple ad partners in the same space unless
for the sake of A/B testing
• Understand the value that they add for the consumer as well
as the advertiser

19.
#4 Embrace Risk

20.
The laws of physics can and do change at the whim
of the biggest marketing platforms

21.
Don’t bet 70% of your conversions on the
assumption of a stable marketing environment

22.
Manage Risk For Growth
“The biggest risk is not taking any risk.
In a world that is changing really quickly, the only
strategy that is guaranteed to fail is not taking risks”

23.
It’s Not About Throwing Money At The Problem
Offer
Audience
Channel
Creative
Device

24.
Every Impression Is An Opportunity To Test
Element Description Learning Objectives
Image
• Close-up hand/ nail
• Close-up nail w/ product shot
• Beauty Product shot
• Polish product shot
• Which image type has the highest CTR (and CVR)?
• Which primary image colors have the highest CTR (and CVR)?
Copy
• Early access
• Fashion/ fast fashion
• Discovery
• Award winner/ brand building
• Value
• Which copy messaging has the highest CTR (and CVR)?
• Does the success of different marketing messages vary by age group?
Age
• 20-24
• 25-29
• 30-34
• 35-39
• Which age group has the highest CTR?
• Which age group has the highest CVR?
• Are there ages that click but don’t convert (click-happy, expensive)?
Demographic
• Keywords around nail polish brands
• Keywords around beauty brands
• Keywords around fashion brands
• Affinity analysis after we determine who’s
converting/ what’s effective
• How do reach vs. similarity lookalikes compare?
• Does branded targeting work?
• Does non-branded, more specific keyword targeting work?
• Of nail polish, general beauty, cosmetics, and fashion targeting, what is and isn’t working?
• How do we scale effective niche audiences?
Bidding Strategy • Yield
• CPA
• Which of yield and CPA optimization works best for Julep ads?
• Are there audiences that respond better to the different bidding strategies?

25.
Set An Expectation For Every Test
Expected Cost
÷
(Total Visibility *
Expected Response Rate )
= Cost Per Engagement

26.
Sometimes You Just Have To Take The Bet

27.
Reduce Dependency Through Diverse Growth

28.
Build And Scale A Diverse Marketing Plan
• Enforce testing structures at every level of the planning
process
• Develop proxies for unknown channels and promotions to see
if they make sense
• Avoid over-dependency on any one partner / channel

29.
ZERO TO SIXTY
1. Data comes first – TRACK EVERYTHING
2. Understand your customer – WHO AND WHY
3. Learn the ecosystem – AND SIMPLIFY IT
4. Embrace Risk– DIVERSIFY AND EXPAND

30.
Use Code SICJULEP
for 25% off next 48 hours at Julep.com
©2013 Confidential. Do not distribute. All rights reserved.
@julepmaven