Full MBA Course : Marketing

Marketing
Analyzing Business
Information
Consumer analysis
System
 Customer Insights

Customer Insights identify the unique buyer’s journey.

For example, one study shows that 8 out of 10 millennials do not buy anything without
reading reviews on the product first.

Which channels, tactics, and content types resonate most with them.

How they need to be nurtured throughout the funnel.

How many (or few) touchpoints are needed for them to ultimately convert.

What offers/promotions will drive micro-conversions to keep your funnel full.

Generation charcatersitics

• Tech savvy.
Gen Z • High disposable income.

• Tech aware-Adoption curve.

Millennial • Spent Wisely.

• Late adopter.
Gen X • Spent very less.

• Traditional Approach.
Baby boomers • Rarely spent on anything.
Analyze Generation based on adoption
How generation consume the content
You are the Marketing Manager for these products

Robot University
Suitcase Fitness Apparel Knee cap Management
E-commerce
software
 You are the Marketing Manager for these products
Segment Target

Robot
Suitcase

Fitness Apparel
E-commerce

Robot
Suitcase

University
management
software
 Customer Insights

Marketing Marketing Funnel Unit economics

channels

UE = LTV/CAC
UE = Unit Economics
LTV = Life time value
CAC = Customer Acquisition cost
 Marketing channels

Search Micro
Social media campaigns
Marketing influencers

Influencers Mega
Search Marketing Influencers
Engine ads
Internet
Marketing SEO
Content
Marketing

SEM
E-mail
Marketing
 Understanding the market trend
Physical Store Sales By
Generation Facebook Sales By Generation

10% 12%
25%
31%

31% 29%

34%
28%

Gen Z Milennials Gen X Baby Boomers Gen Z Milennials Gen X 4th Qtr

Both Millennials and Gen Z spend the majority of their

shopping dollars on products they find on Instagram and
Snapchat.

https://www.bigcommerce.com/blog/omni-channel-retail/#where-consumers-shop-online
 Instagram marketing

Mega
Influencers
Influencers
Micro
Instagram influencers
Marketing
Ad Sponsored
campaigns post/Story
 Instagram marketing

• Kylie Jenner have 183 Million

followers
Mega • $1 million per 2 sponsored post.
influencers • Reach of 10 million
• Assumption - Conversion of 0.5 %

Micro
• Jen Selter have 12 Million
Influencers followers
• $ 40k per 2 sponsored post.
• Reach of 600k people.
• Assumption – Conversion of 3%
 Instagram marketing
• Kylie Jenner have 183 Million
Mega followers
influencers • $1 million per 2 sponsored post.
• Reach of 10 million
• Assumption - Conversion of 1 %
• Jen Selter have 12 Million
Micro followers
Influencers • $ 40k per 2 sponsored post.
• Reach of 600k people.
• Assumption – Conversion of 4%
Investment = $1 million
Conversion = 10 million *0.01=100k
Product margins = $12
Net Revenue = $12*100k = $1.2 Million
Net Profit = $1.2 M - $1M = $200k
Investment = $40k
Conversion = 600k *0.04=24k
Product margins = $12
Net Revenue = $12*24k = $288 k
Net Profit = $288k - $40k = $248k
Let’s discuss IAAS,PAAS and SAAS
 Why SAAS is special

Client Benefits:-
SAAS is fast and Secure.
No maintenance security patch and
update.
Device and user Flexible

Horizontal
SAAS
Vertical SAAS Benefits of building SAAS:-
• Low Marginal Cost.
• High Profit Margins.
• Easy to scale(Scalability)
• Reoccurring revenue.
 You are marketing manager at Parashoot.Io
Parashoot.io makes University management SAAS Product

Onboarding Staff Management

• Lead Nuturing • Staff attendance Library
• Registration. • Staff Salary Management

Student Mess and cafeteria

Information system • Mess Menu
Gate security and
• Events GPS tracking • Ordering feature and
• Study material and Timings
Teacher interaction.
 Understanding Unit economics for SAAS

ARPU = (Monthly Revenue / Users)

ARPU (average revenue per User)
CR = (the number of stopped paying / paying users)*100
CR (Churn Rate)
ALC = 1 / churn rate.
ALC (Average Lifetime of a Customer)

CAC (Customer Acquisition Cost) CAC = (budget for advertising / the number of
paying customers attracted to it)

COGS (Cost of goods sold) COGS = (hosting + salary of a support or accounting

(Manufacturing the product excluding team + any cloud solutions like mail / gitlab) /
salaries, advertisement) number of paid clients

LTV (Lifetime value) LTV = ARPU x ALC

AC = monthly revenue / transactions

AC (Average Check)
 Parashoot UMS Unit Economics Hypothetical example

Parashoot.io who makes UMS acquire customer in $ 2000 with a churn rate of 10%
per year and Product price is $100 month with 70% of profit margin. Calculate CLV
and profits?

Retention rate =1/Churn

rate=1/10=10Years

Life time Value

LTV=$100x12x10=$12,000

Customer Life time value

CLV=$12,000*0.70=$8400

Acquisition cost=$2000

Gross profit=$8400-$2000=$6400
 The Marketing Funnel

The Marketing Funnel/Sales funnel or Conversion

funnel
Nurturing a stranger in the funnel to become a
customer

• Awareness: Someone notice your products or

business.
• Interest: They look at your product for a while.
• Evaluation: decided to find out a bit more about
you.
• Intent: Visit some resources or website
• Evaluation: Look at your product and analyze it.
• Adoption: Finally decided to become customers.
The Marketing Funnel
 What is Marketing Intelligence system?

Understanding the customer is the utmost important aspect of any

business.

• Turning data analysis insights into action

• Target your customers based on interest, behavior and past
purchase
• Forecasting demand to make decision like Plan to order and
Make to order.

Algorithms are build over the top of

data
Types of data MIS needs to work?
Engagement
Personal Data Behavioural data
data
• Full name • App Installed • Heat Map
• Physical • Cache and • Sentiment
address Cookies Analysis
• Email address • Traffic
• Login details resources
• Social security • Usage time
number.
• Credit/debit
card details
• Date of birth
• Phone number
 Data driven recommendation engine
Name - Mike
Education – Life Science

Blue Ocean The Lean Startup Zero to One

Strategy

Name - Sophie
Education – MBA
 Data driven recommendation engine
Name - Mike
Education – Life Science

The Lean Startup Zero to One

Blue Ocean
Strategy
How does a recommendation engine works ?
35% of Amazon.com revenue is generated by its recommendation engine

Content-Based Filtering Hybrid Recommendation Systems

Collaborative filtering
 Advance recommendation engines

Item Vector
• Genre
• Cast
• director

Profile Vector
• Likes
• Dislikes
• Rating

Product Clustering
Euclidean distance
Pearson correlation
Regression analysis
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