Personalization at scale for acquisition and engagement

Imagine if H&M only sold size large men’s shirts because that is what the average male wears? What if they only sold size small women’s shirts because that is what the data showed was the average size for the female? They would be leaving so much money on the table, due to only producing for one category of customer. So, why do companies think it is fine to funnel customers to the same website, delivering the same content and messaging to each, if everyone is different? In this post, I want to shed light on how I believe technology companies can use data to drive persona based personalization. Continue reading

What is often overlooked when building a lifetime value model

Over the past six months, I’ve been working on SketchBook, a subscription based sketching app, where I spent a lot of time thinking about the concept of customer lifetime value (LTV) and customer acquisition cost (CAC). Tons, and I mean tons, of content has been written about both these concepts from the marketing gurus of this world, but as I built out an LTV model for SketchBook, I realized a few complexities with building such a model that are often overlooked. Continue reading

Trying to find your traction channel? Think through market and model first

Startups live and die by growth. Growth is comprised of many factors, which can be boiled down to: acquiring new users who find value in your product, and making sure they stick around actively lovin’ it (perhaps, this explains McDonald’s jingle). Once a company is finished the first few iterations of their product and has found initial product-market fit, whereby their product is serving a market that has a need for it, the next step is doubling down on acquisition. Which brings us to the need to find your traction channel.  Continue reading

Still buying TV ads? First max out digital

Not everyone is accepting it but the state of traditional media is rapidly drifting away as we now live in a world where nearby, if not all, marketing actions can be quantified. Watching sports on television has declined by 10% and movies and other programs has dropped by an even steeper 13%. People are still consuming media and content, it’s just not by the same means – there are less eyeballs on TV, and more eyeballs on digital channels now. Continue reading

The rise of Adblock – How your favourite websites are being destroyed

We all hate them… some pop out, some are plastered on the corner of your favourite website and others are placed in other areas. Yes, I am referring to ads. However, with the creation of easy to install, Adblock and Adblock Plus, ads are quickly becoming a thing of the past. Recently, Adblock Plus released a new version of the extension, specifically for mobile. With the rise of mobile (yes, mobile has now surpassed desktop), this poses a significant threat on top of the existing nuisance for publishers that ad-blocking extensions bring about. Continue reading