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Sponsorship class lectures_2678011-designing-marketing-plans-1195162412251922-2

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Metrics-Driven Marketing Strategy (+ a little Product Strategy too) Dave McClure Visiting Lecturer Stanford Facebook Class (CS377W) 11/15/07 Summary • Marketing Plan / Strategy = Target Customer Acquisition Channels – 3 Important Factors = Volume, Cost, Conversion – Focus on conversion to target customer lifecycle actions – Measure as deep down the conversion funnel as possible • Estimate Customer Lifecycle, Conversion, Revenue Potential – Hypothesize Customer Lifecycle & Critical Conversion Points – Estimate Conversion , Revenue Potential when designing marketing plan – Understand “Annual Rev. Per User” (ARPU) & “Customer Lifetime Value” (CLV) • Match Marketing Channel Costs to Customer Revenue Potential – Design channels that costs ...
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