Mansi Sharma

· LinkedIn

7 insights on Strategy, Creatives and Data from one talk or podcast, each with the quote and a link to the moment it was said.

Strategy 3
Creatives 1
Data 1
Paid UA 1
User Research 1

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Strategy

Take your curiosity beyond looking at the levers that help you grow: zoom out to look at the 360-degree view of your category:

Why does your product work (or not)
Who are the competitors, and how is their product better (or not)
How are you priced? What options do people compare you to?
Where do you and your competitors sell?
What is your marketing strategy and your competitors’?

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 12:05 · Featured in Growth Gems #102

Strategy

Once successful, the most important question is, “How can we repeat this success?” to make it scalable: from one company to another, from growth to CRM, etc.

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 14:17 · Featured in Growth Gems #102

Strategy

Take your curiosity beyond looking at the levers that help you grow. Zoom out to look at the 360-degree view of your category:

Why does your product work (or not)
Who are the competitors, and how is their product better (or not)
How are you priced? What options do people compare you to?
Where do you and your competitors sell?
What is your marketing strategy and your competitors’?

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 12:05 · Featured in Growth Gems #102

Sylvain's take:

Below is what Mansi highlighted in terms of experimentation:

Creatives

Targeting isn’t nearly as important as a good creative. A good creative can talk to all four segments: uninterested, interested, lapsed, and currently using. Creatives that work the best are linked to a user's pain point and how the product solves them to achieve a goal.

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 2:55 · Featured in Growth Gems #102

Data

Triangulation is the key to measurement. Use in-platform data, media mix models, experiments & incrementality, and post-purchase surveys to understand if what you’re trying to achieve is working. The pros and Cons of each method are below.

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 4:40 · Featured in Growth Gems #102

Sylvain's take:

Another method I see besides post-purchase surveys is having a How Did You Hear survey. As the other methods, results are to be taken with a grain of salt: I remember Thomas Petit mentioning that even with no TV spend, some users would pick TV.

Paid UA

Scale pays better than niche. Find where customers spend the most time: games, broadcast, radio, etc. For each “channel” where they spend time, find the top sites. A few channels (in the broader sense of the term) usually do the job.

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 3:40 · Featured in Growth Gems #102

Sylvain's take:

When I see people talk about finding customers where they spend the most time, they usually refer to finding the user acquisition channel: TikTok, Pinterest, etc.

Here, Mansi refers to the things people spend time doing.

User Research

Research is a powerful tool to estimate category size and user motivations. You can assess for which market segment:

There isn’t much potential for more acquisition. Example: you have 2/3rd of users currently using a Calorie Counter.
Lapsed and might require retargeting campaigns,
Product marketing and messaging can help you capture more users
Could be converted through brand campaigns

Lessons learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki at 0:57 · Featured in Growth Gems #102

Sylvain's take:

Mansi Sharma

Strategy

Creatives

Data

Paid UA

User Research

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