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| 미국의 스타트업들이 많이 사용하는 'AARRR기법'을 공부해보고 본인들의 서비스에 적용시켜보시길 강력하게 권해드립니다. | Dave McClure 가 개발한 분석 프레임. 마케팅 예산을 효율적으로 사용하기 위해서 고객 행동을 단꼐로 나눠 분석하는 기법 제품의 성장을 모니터링 하기 위한 지표 Funnel 분석 시 주요 Key가 될 수 있는 사용자 행동단계 그리고, 단계별 전환율/이탈율 등을 파악하는 분석 방 |
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| AARRR은 Acquisition, Activation, Retention, Referral, Revenue 관점에서 지표들을 측정을 하는 것을 말하는데, 충분히 의미가 있다고 생각합니다. AARRR을 잘 설명한 자료를 아래 하나 첨부하면서 글을 마치겠습니다. -- http://jimmyrim.tistory.com/m/post/view/id/154 |
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| * '''Acquisition''': users come to the site from various channels * '''Activation''': users enjoy 1st visit: "happy" user experience * '''Retention''': users come back, visit site multiple times * '''Referral''': users like product enough to refer others * '''Revenue''': users conduct some monetization behavior |
http://www.slideshare.net/dmc500hats/startup-metrics-4-pirates-london-march-2011 * '''Acquisition''': users come to the site from various channels: ''how do users find you?'' * '''Activation''': users enjoy 1st visit: "happy" user experience: ''Do users have a great first experience?'' * '''Retention''': users come back, visit site multiple times: ''Do users come back?'' * '''Referral''': users like product enough to refer others: ''Do users tell others?'' * '''Revenue''': users conduct some monetization behavior: ''How do you make money?'' 각 단계로 진입하는 사용자 수를 파악해야 한다. 로그 분석 등을 통해. |
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| Acquisition describes the point when you turn an unaware visitor into an interested prospect. In the case of the flower shop, getting someone walking by your window to stop and come in to your shop is an acquisition event. On a product website, getting someone to do anything other than leave your website (abandon) is a measure of acquisition. I specifically measure successful acquisition as getting my visitors to view my signup page. * 고객 확보 단계를 측정 * 마케팅 영역 > 제품 영역 * 지표: Active user, CTR 등 CPC, CPI, 가입 전환율, 고객 유입 비용(CAC) |
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Activation describes the point when the interested customer has his first gratifying user experience. In the case of the flower shop, if the prospect found the shop in disarray once he comes inside, there would be a disconnect with the promise made at the front of the store. That wouldn’t be a gratifying first user experience. On the product site, once the prospect signs up, you have to make sure you get the customer to a point where he can connect the promise you made on your landing page (your UVP) with your product. * 유입된 사용자의 전환 측정 * 첫 사용자 Hooking 지점 * 지표: 전환율, 체류시간, 북극성 지표 잡기 : 하루 이내 2번 접속한 사람, |
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| Retention measures “repeated use” and/or engagement with your product. So, in the case of the flower shop, the action of coming back to the store—and in the case of the product website, the act of logging back in to use the product again—would count toward retention. As we’ll see in Part IV of the book, this is one of the key metrics to measuring product/market fit. * 제품 만족도(예비 고객) - push message를 보내기도 한다. 밑 빠진 독에 * 마케팅 <> 제품 공동 영역 * 지표: 재방문율, Critical event 등 주간방문 빈도( Stickiness) 주간/일간 체류시간. |
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| Referral is a more advanced form of a user acquisition channel where your happy customers refer or drive potential prospects into your conversion funnel. In the case of the flower shop, this could be as simple as telling another friend about the store. For the software product, this could range from implicit viral or social sharing features (like Share with a friend), to explicit affiliate referral programs or Net Promoter Score. * 만족 요소 및 유저 그룹 파악 * 비용없이 '유입' 이 생성 * 지표: 바이럴 계수, 활동 지수 등 예를 들어 밀리의 서재의 경우 예쁜 텍스트를 캡쳐해서 이미지로 줘서 사람들사이에서 바이럴 되게 한다. , 신규 유입 비용. |
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Revenue measures the events that get you paid. These could be buying flowers or buying a subscription for your product. These events may or may not occur on the first visit. * 실제 고객의 만족도(요인) * Funnel의 최종 단계 * 지표: 구매전환율, LTV 등 MRR, LTV, ARPPU, ROI == 참고 == * Quora: [[http://www.quora.com/AARRR/What-is-the-AARRR-and-Please-Tell-me-any-infomation-about-AARRR/answer/BaekHo-Lim?srid=h5eD|AARRR: What is the 'AARRR'? and Please Tell me any infomation about 'AARRR']] == 기타 == * '''Mobile App Marketing Funnel''' : How we attract and retain customers 또 다른 프레임워크를 통해서 사고에 갇히지 않도록 노력한다. [[https://www.alchemer.com/resources/blog/mobile-marketing-strategies-for-every-stage-of-the-funnel/]] |
AARRR
Dave McClure 가 개발한 분석 프레임. 마케팅 예산을 효율적으로 사용하기 위해서 고객 행동을 단꼐로 나눠 분석하는 기법 제품의 성장을 모니터링 하기 위한 지표 Funnel 분석 시 주요 Key가 될 수 있는 사용자 행동단계 그리고, 단계별 전환율/이탈율 등을 파악하는 분석 방
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version?from=ss_embed
http://www.slideshare.net/dmc500hats/startup-metrics-4-pirates-london-march-2011
Acquisition: users come to the site from various channels: how do users find you?
Activation: users enjoy 1st visit: "happy" user experience: Do users have a great first experience?
Retention: users come back, visit site multiple times: Do users come back?
Referral: users like product enough to refer others: Do users tell others?
Revenue: users conduct some monetization behavior: How do you make money?
각 단계로 진입하는 사용자 수를 파악해야 한다. 로그 분석 등을 통해.
획득 (Acquisition)
사용자들이 유입되는 여러 경로들이 있다.
Social Networks, SEM, SEO, App & Widgets, Domains, Email, Blogs, PR, Campaigns & Contests, Affiliates, Biz Dev, Direct & Tel & TV
Acquisition describes the point when you turn an unaware visitor into an interested prospect. In the case of the flower shop, getting someone walking by your window to stop and come in to your shop is an acquisition event. On a product website, getting someone to do anything other than leave your website (abandon) is a measure of acquisition. I specifically measure successful acquisition as getting my visitors to view my signup page.
- 고객 확보 단계를 측정
마케팅 영역 > 제품 영역
- 지표: Active user, CTR 등 CPC, CPI, 가입 전환율, 고객 유입 비용(CAC)
활성화 (Activation)
Homepage / Landing Page. Product Features.
많은 테스트를 해라. Landing page에 대해서도. A/B 테스트도.
Activation describes the point when the interested customer has his first gratifying user experience. In the case of the flower shop, if the prospect found the shop in disarray once he comes inside, there would be a disconnect with the promise made at the front of the store. That wouldn’t be a gratifying first user experience. On the product site, once the prospect signs up, you have to make sure you get the customer to a point where he can connect the promise you made on your landing page (your UVP) with your product.
- 유입된 사용자의 전환 측정
- 첫 사용자 Hooking 지점
- 지표: 전환율, 체류시간, 북극성 지표 잡기 : 하루 이내 2번 접속한 사람,
유지 (Retention)
Emails & Alerts, System Events & Time-based Features, Blogs & Contents
자동화된 이메일은 단순하고 쉬운 유지 기능이다.
라이프사이클 이메일 @ +3, +7, +30d
상태 메일: 주간/월간
발생할 때마다 보내는 이벤트 기반 이메일
Retention measures “repeated use” and/or engagement with your product. So, in the case of the flower shop, the action of coming back to the store—and in the case of the product website, the act of logging back in to use the product again—would count toward retention. As we’ll see in Part IV of the book, this is one of the key metrics to measuring product/market fit.
- 제품 만족도(예비 고객) - push message를 보내기도 한다. 밑 빠진 독에
마케팅 <> 제품 공동 영역
- 지표: 재방문율, Critical event 등 주간방문 빈도( Stickiness) 주간/일간 체류시간.
소문 (Referral)
사용자들에게 입소문을 내도록 권장하되, 반드시 사용자들이 "즐거운" UX 경험을 한 후에만 해야한다. 평균 점수가 10점 만점에 8점 이상이 되도록.
Referral is a more advanced form of a user acquisition channel where your happy customers refer or drive potential prospects into your conversion funnel. In the case of the flower shop, this could be as simple as telling another friend about the store. For the software product, this could range from implicit viral or social sharing features (like Share with a friend), to explicit affiliate referral programs or Net Promoter Score.
- 만족 요소 및 유저 그룹 파악
- 비용없이 '유입' 이 생성
- 지표: 바이럴 계수, 활동 지수 등 예를 들어 밀리의 서재의 경우 예쁜 텍스트를 캡쳐해서 이미지로 줘서 사람들사이에서 바이럴 되게 한다. , 신규 유입 비용.
수익 (Revenue)
당신이 직접 해야 하는 부분. 다른 사람들은 잘 모른다.
Revenue measures the events that get you paid. These could be buying flowers or buying a subscription for your product. These events may or may not occur on the first visit.
- 실제 고객의 만족도(요인)
- Funnel의 최종 단계
- 지표: 구매전환율, LTV 등 MRR, LTV, ARPPU, ROI
참고
기타
Mobile App Marketing Funnel : How we attract and retain customers
- 또 다른 프레임워크를 통해서 사고에 갇히지 않도록 노력한다.
https://www.alchemer.com/resources/blog/mobile-marketing-strategies-for-every-stage-of-the-funnel/