Melbourne-based growth marketer specialising in activation
Event-based marketing is a digital marketing technique where customers receive personalised communications based on their behaviour, or lack of. It relies on the measuring of implicit and explicit interactions between the user and the product (a website or app). The key word here is ‘event’. An event is a record of a single instance of … Read moreWhat is Event-based Marketing?
The Role of Data in Marketing Let’s explore data collection methods for the effective measurement of how our products and campaigns perform. This is a huge topic, and very few people truly understand it. All online analytics packages rely on two types of data collection: People Behaviour To track people online, we use cookies, sessions … Read moreData and Marketing
So, you’re trying to work out which marketing framework to use. Cool, there are three to choose from: SaaS, e-Commerce and High Consideration. Software as a Service (SaaS) – AARRR (colloquially called ‘Pirate Metrics’) This should be familiar for people who live in the startup world. It’s the go-to framework when thinking about consumer behaviour … Read moreChoosing a Marketing Framework
Products solve problems for people. We employ products to do jobs. Underpinning every Growth Machine is a fundamental understanding of exactly how our product creates value for our customers. Until we understand this, nothing else will make sense to us or our customer. This article will help you articulate your core value proposition. To do … Read moreArticulating Your Core Value Proposition
This article was written by Nathan Field and Jake Baker, two great people I had the privilege of mentoring in 2017. Although search algorithms are changing frequently, the underlying technology behind them does not. By taking the time to learn the technical aspects of search, you will develop digital marketing skills that survive any passing … Read moreSearch Engine Optimisation SEO Tutorial
SPAM filters do a wonderful job at keeping the endless offers for viagra, online gambling and inheritance from my long lost Nigerian uncle out of my inbox. But SPAM filtering is by no means a science and sometimes it gets things wrong. Really wrong. Not just for mass email sent by companies, but also for … Read moreHow to Avoid SPAM and Junk Filters
How do I know if I have a good retention rate? Simple, you measure it properly. When I ask most founders or product marketers what their retention rate is their initial instinct is to talk about their monthly or daily active users (MAUs and DAUs). It’s great that they are tracking these metrics of course, … Read moreWhat Is a Good Retention Rate?
“If you scale a crappy product, you’ll end up with a million problems.” True. But, how do we know if our product’s crappy (or not)? The truth is, as founders, marketers or engineers, we inevitably always seem to think the product is crappy. Today, last month, last quarter, even last year. It’s like we forget … Read moreWhat is Product Market Fit?
In 2016 our monthly active users (MAU) rose from roughly 8% in February to 48% in November. This is an extraordinary result. During this period we tested about 20 changes, from hooks of addiction (inspired by Nir Eyal’s hook model) to more simpler things such as email reminders. But one test was a stand out … Read moreUser Retention Starts at the Login Form