customer acquisition para startups digitales
DESCRIPTION
La capacidad de atraer clientes es un elemento fundamental para medir el potencial de un proyecto. En esta sesión abordaremos diferentes modelos aplicados en startups digitales y las métricas existentes para evaluar su éxitoTRANSCRIPT
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ESADE Executive Education | Franc Carreras @franccarreras
CUSTOMER ACQUISITION MODELS Estrategias de adquisición de clientes para startups digitales
Franc Carreras
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ESADE Executive Education | Franc Carreras @franccarreras
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ESADE Executive Education | Franc Carreras @franccarreras 3
La capacidad de atraer clientes es un elemento fundamental para medir el potencial de un proyecto. En esta sesión abordaremos diferentes modelos aplicados en startups digitales y las métricas existentes para evaluar su éxito.
![Page 4: Customer Acquisition para startups digitales](https://reader034.vdocuments.net/reader034/viewer/2022052211/559ad86c1a28ab0a4b8b4591/html5/thumbnails/4.jpg)
ESADE Executive Education | Franc Carreras @franccarreras 4
Lo bueno del digital puro!
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ESADE Executive Education | Franc Carreras @franccarreras
La formula mágica!
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ESADE Executive Education | Franc Carreras @franccarreras 6
La formula mágica!
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ESADE Executive Education | Franc Carreras @franccarreras 7
La formula mágica!
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ESADE Executive Education | Franc Carreras @franccarreras 8
Un ejemplo!
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ESADE Executive Education | Franc Carreras @franccarreras 9
¿Dónde está el botón?!
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ESADE Executive Education | Franc Carreras @franccarreras 10
Opciones!
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ESADE Executive Education | Franc Carreras @franccarreras
Adquisición en Buscadores!
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ESADE Executive Education | Franc Carreras @franccarreras 12
Adquisición en Contenidos!
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ESADE Executive Education | Franc Carreras @franccarreras
Adquisición en Medios Sociales!
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ESADE Executive Education | Franc Carreras @franccarreras
Publicidad Nativa!
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ESADE Executive Education | Franc Carreras @franccarreras 15
Publicidad en Movil!
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ESADE Executive Education | Franc Carreras @franccarreras 16
Publicidad en Movil!
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ESADE Executive Education | Franc Carreras @franccarreras
Fuente: Adconion
Modelos mixtos!
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ESADE Executive Education | Franc Carreras @franccarreras 18
Modelos mixtos!
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ESADE Executive Education | Franc Carreras @franccarreras 19
¿quién domina la publicidad?!
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ESADE Executive Education | Franc Carreras @franccarreras 20
¿quién domina la publicidad?!
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ESADE Executive Education | Franc Carreras @franccarreras 21
¿Qué hay de mi botón?!
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ESADE Executive Education | Franc Carreras @franccarreras 22
Camino a la compra!
Consideración Evaluación Intención
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ESADE Executive Education | Franc Carreras @franccarreras 23
Camino a la compra!
Consideración Evaluación Intención
Social Contenido Buscadores
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ESADE Executive Education | Franc Carreras @franccarreras 24
El misterio de la atribución!
Social Media
Referral Direct Email Organic Search
www.
v a l u e
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ESADE Executive Education | Franc Carreras @franccarreras 25
Modelos de atribución!
Social Media
Referral Direct Email Organic Search
www.
Social Media
Referral Direct Email Organic Search
www.
Multi-channel attribution
Single-channel attribution
✔
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ESADE Executive Education | Franc Carreras @franccarreras 26
Costes por canal!
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ESADE Executive Education | Franc Carreras @franccarreras 27
Métricas!
Gasto Impresiones Clics Compra
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ESADE Executive Education | Franc Carreras @franccarreras 28
Métricas!
Gasto Impresiones Clics Compra
10.000€ 2 millones 25K 180 unid
CTR = 1,25% Conversión: 0,7%
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ESADE Executive Education | Franc Carreras @franccarreras
CPM = 5€ CPC = 0,40€ CPA = 56€ 29
Métricas!
Gasto Impresiones Clics Compra
10.000€ 2 millones 25K 180 unid
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ESADE Executive Education | Franc Carreras @franccarreras 30
CÁLCULO DEL ROI!
ROI = ( G – C ) / C
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ESADE Executive Education | Franc Carreras @franccarreras 31
CÁLCULO DEL ROI!
ROI = ( G – C ) / C
(70 – 56) / 56
+26%
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ESADE Executive Education | Franc Carreras @franccarreras 32
La formula mágica!
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ESADE Executive Education | Franc Carreras @franccarreras 33
Retención!
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ESADE Executive Education | Franc Carreras @franccarreras 34
Retención!
DRR (dollar retention rate) = % de ventas retenido
Ejemplo:
De 1.000€ / mes a 50€ / mes
Si la mitad de los clientes son así…
RR= 80%
DRR = 42% [40%+(40%*5%)]
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ESADE Executive Education | Franc Carreras @franccarreras 35
Retención!
Replacement rate = # customers up / # customers down
Objetivo: > 1
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ESADE Executive Education | Franc Carreras @franccarreras 36
¡A darle al botón!!
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ESADE Executive Education | Franc Carreras @franccarreras
[email protected] 625.303.860
PildorasDigitales.com
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