KR20240069237A - Digital agency-based growth hacking a/b testing platform - Google Patents

Abstract

According to one embodiment, the digital agency-based growth hacking A/B testing platform is a digital agency-based growth hacking A/B testing platform that flexibly executes the PDCA cycle depending on usage so that users can carry out reasonable and flexible marketing activities. In order to include the system and optimize the user interface (UI/UX), actual users can be divided into two groups and exposed to the existing web page design plan A and the newly improved plan B respectively to measure CTR and CVR.

Description

Digital agency-based growth hacking A/B testing platform {DIGITAL AGENCY-BASED GROWTH HACKING A/B TESTING PLATFORM}

The examples below relate to digital agency-based growth hacking A/B testing platform technology.

The number of users using platforms for marketing activities is increasing.

Creative is an important factor in business ROI (Return on Investment).

Previously, there was simple marketing automation, sending personalized messages to users, or recommending products. However, in the past, there was a problem that marketing-oriented organic creativity such as pages, banner advertisements, email marketing, and video advertisements, which originally needed to be improved, was neglected due to constraints in cost and resources.

Accordingly, we want to develop a platform that goes beyond personalization and provides analysis by combining user data and behavior.

Embodiments seek to provide a platform that allows users to engage in rational and flexible marketing.

The embodiments seek to provide a platform that includes services that allow users to learn to manage more continuous Creative Marketing and lead to user ROI growth by providing s/w that can continuously monitor marketing status.

Additionally, embodiments seek to provide services such as email marketing and sponsor management by linking with external platforms.

In the digital agency-based growth hacking A/B testing platform, the digital agency-based growth hacking A/B testing platform is a system that flexibly executes the PDCA cycle according to usage so that users can carry out reasonable and flexible marketing activities. In order to optimize the user interface (UI/UX), the digital agency-based growth hacking A/B testing platform divides actual users into two groups and distributes and exposes the existing web page design plan A and the newly improved plan B, respectively, to increase CTR and It includes a step of measuring CVR, and according to one embodiment, the digital agency-based growth hacking A/B testing platform uses a web beacon method to call JavaScript and CSS inserted into the customer's cloud server to create different landing pages. According to one embodiment, the digital agency-based growth hacking A/B testing platform is a digital agency-based growth hacking A/B testing platform that provides services such as email marketing and sponsor management in conjunction with an external CRM platform. .

The device according to one embodiment may be combined with hardware and controlled by a computer program stored in a medium to execute any one of the above-described methods.

Embodiments may provide a platform with a structure that flexibly executes the PACA cycle depending on usage so that users can carry out reasonable and flexible marketing activities.

In addition, embodiments can provide a service that mechanically connects learning with Data and Creative to enable learning to continuously monitor marketing status, leading to customer ROI growth.

Figure 1 is a diagram for explaining user interface (UI/UX) optimization according to an embodiment.
Figure 2 is a diagram illustrating the improvement of advertising return on investment (ROI) through landing page optimization according to one embodiment.
Figure 3 is a diagram for explaining SEO Data studio according to an embodiment.
Figure 4 is an exemplary diagram of the configuration of a device according to an embodiment.

Hereinafter, embodiments will be described in detail with reference to the attached drawings. However, various changes can be made to the embodiments, so the scope of the patent application is not limited or limited by these embodiments. It should be understood that all changes, equivalents, or substitutes for the embodiments are included in the scope of rights.

Specific structural or functional descriptions of the embodiments are disclosed for illustrative purposes only and may be modified and implemented in various forms. Accordingly, the embodiments are not limited to the specific disclosed form, and the scope of the present specification includes changes, equivalents, or substitutes included in the technical spirit.

Terms such as first or second may be used to describe various components, but these terms should be interpreted only for the purpose of distinguishing one component from another component. For example, a first component may be named a second component, and similarly, the second component may also be named a first component.

When a component is referred to as being “connected” to another component, it should be understood that it may be directly connected or connected to the other component, but that other components may exist in between.

The terms used in the examples are for descriptive purposes only and should not be construed as limiting. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this specification, terms such as “comprise” or “have” are intended to designate the presence of features, numbers, steps, operations, components, parts, or combinations thereof described in the specification, but are not intended to indicate the presence of one or more other features. It should be understood that this does not exclude in advance the possibility of the existence or addition of elements, numbers, steps, operations, components, parts, or combinations thereof.

Unless otherwise defined, all terms used herein, including technical or scientific terms, have the same meaning as generally understood by a person of ordinary skill in the technical field to which the embodiments belong. Terms defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related technology, and unless explicitly defined in the present application, should not be interpreted in an ideal or excessively formal sense. No.

In addition, when describing with reference to the accompanying drawings, identical components will be assigned the same reference numerals regardless of the reference numerals, and overlapping descriptions thereof will be omitted. In describing the embodiments, if it is determined that detailed descriptions of related known technologies may unnecessarily obscure the gist of the embodiments, the detailed descriptions are omitted.

Embodiments may be implemented in various types of products such as personal computers, laptop computers, tablet computers, smart phones, televisions, smart home appliances, intelligent vehicles, kiosks, and wearable devices.

Growth hacking was developed by startup companies as a marketing method to sell and expose products using creativity, analytical thinking, and social networks.

It is a word that combines growth and hacking, and means improving product-market fit by modifying products and services according to customer reactions.

The customer response referred to here is calculated from quantitative and qualitative data. To simply define growth hacking, it can be said to be ‘a strategy that incorporates marketing ideas into products throughout the entire development process.’

Establish a hypothesis for increasing brand, company, product sales, etc., quickly launch it as an MVP model, receive market evaluation, and then, based on the reactions of consumers and the market, the product or service becomes the perfect product that the market wants (customers want). It is a method of continuously improving until the goal is reached.

In other words, it analyzes online behavioral data to grow products and services and optimizes user experience based on this.

It was originally a term often used in startups, but the marketing industry as a whole is currently considering it as a way to increase company sales and is adopting it.

Growth hacking attempts to provide better services and products based on various data, such as customers' website visit history, time spent, and conversion rate to membership registration.

Figure 1 is a diagram for explaining user interface (UI/UX) optimization according to an embodiment.

Referring to Figure 1, the embodiment according to the present invention is the A/B Test stage for user interface (UI/UX) optimization.

A/B Test includes actual user A (101), actual user B (102), existing design A (103), improved design B (104), and CTR/CVR measurement (105).

A/B test is a comprehensive controlled experiment using two variants A and B.

The A/B test refers to the task of confirming results through establishing a kind of statistical hypothesis to find causal relationships. In other words, versions A and B are randomly shown to users on a web or app on the Internet, an experiment is conducted to see what kind of selection or connection they make, and the results are reflected in execution.

In digital marketing, it is a method of testing to select the optimal plan among two or more proposals. Simply put, it means showing A or B to the target and testing which format gets a better response.

A/B testing is mainly used in the field of marketing, including web analysis, when a new version of plan B different from the existing plan A is proposed, these plans are randomly exposed to Internet users, data on users' usage patterns, etc. are generated, and the results are presented. For comparison and analysis, we set various factors that can be compared between the old and new versions of the site, such as click through rate, purchase rate, and average purchase amount, and compare the results of the factors between the two versions, which of these is the more productive version. We aim to adopt something.

CTR and CVR can be measured by dividing actual users into two groups, A/B, and distributing and exposing existing web page design A and newly improved design B respectively, and web beacon method, which is a method of calling pixel transparent GIF images from the server. You can expose different landing pages by calling Javascript and CSS inserted into the customer's cloud server.

Figure 2 is a diagram illustrating the improvement of advertising return on investment (ROI) through landing page optimization according to one embodiment.

In growth hacking, core customers who introduce and recommend products to their acquaintances are considered to be the most valuable rather than heavy users who frequently use the product, so the ultimate goal of growth hacking is to convert potential customers into core customers who generate word-of-mouth effects. can see.

Growth hackers use an analysis technique called the AARRR technique or funnel analysis to measure conversion rates to achieve goals.

Referring to Figure 2, the platform can provide a structure that flexibly executes the PDCA cycle depending on usage so that customers can engage in reasonable and flexible marketing activities.

Date and Creative link mechanical learning to provide software that can continuously monitor marketing status, allowing customers to learn to manage more continuous creative marketing and provide services that lead to customer ROI growth. You can.

Rather than a manual method where the agency directly controls the solution at the request of the customer, an onboarding system can be built where the customer can directly control LOP, A/B testing, and data science.

Due to the obsolescence of long-standing sponsor management solutions, hurdles in overall marketing activities can be eliminated and a one-source system for production and sponsor management can be established.

Figure 3 is a diagram for explaining SEO Data studio according to an embodiment.

Search Engine Optimization (SEO) means optimizing a site for searchers.

Although it is often misunderstood as raising search rankings by optimizing search engine standards, it is the process of creating and operating a site that consumers demand.

Essentially, SEO is responsible for increasing website traffic by exposing content in search engine results. In other words, it is the process of achieving a high ranking on search engine results pages such as Google.

The role of search engine optimization in the consumer purchase journey can be said to be to connect consumers with the information necessary for decision-making, help consumers move on to the next question, and help and facilitate the complete purchase decision-making process without leaving.

Referring to Figure 3, Google De?延? Google Analytics analysis data, which must be done simultaneously with landing page optimization and user interface optimization, can be reflected on the platform dashboard in real time and value measurement data linked to campaign ROI can be extracted.

Figure 4 is an exemplary diagram of the configuration of a device according to an embodiment.

Device 401 according to one embodiment includes a processor 402 and memory 403. The device 401 according to one embodiment may be the server or terminal described above. The processor may include at least one device described above with reference to FIGS. 1 to 3 or may perform at least one method described with reference to FIGS. 1 to 3 . The memory 403 may store information related to the above-described method or store a program in which the above-described method is implemented. Memory 403 may be volatile memory or non-volatile memory.

The processor 402 can execute programs and control the device 401. The code of the program executed by the processor 402 may be stored in the memory 403. The device 401 is connected to an external device (eg, a personal computer or a network) through an input/output device (not shown) and can exchange data.

The embodiments described above may be implemented with hardware components, software components, and/or a combination of hardware components and software components. For example, the devices, methods, and components described in the embodiments may include, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, and a field programmable gate (FPGA). It may be implemented using one or more general-purpose or special-purpose computers, such as an array, programmable logic unit (PLU), microprocessor, or any other device capable of executing and responding to instructions. A processing device may execute an operating system (OS) and one or more software applications that run on the operating system. Additionally, a processing device may access, store, manipulate, process, and generate data in response to the execution of software. For ease of understanding, a single processing device may be described as being used; however, those skilled in the art will understand that a processing device includes multiple processing elements and/or multiple types of processing elements. It can be seen that it may include. For example, a processing device may include a plurality of processors or one processor and one controller. Additionally, other processing configurations, such as parallel processors, are possible.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded on a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, etc., singly or in combination. Program instructions recorded on the medium may be specially designed and configured for the embodiment or may be known and available to those skilled in the art of computer software. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic media such as floptical disks. -Includes optical media (magneto-optical media) and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, etc. Examples of program instructions include machine language code, such as that produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter, etc. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

Software may include a computer program, code, instructions, or a combination of one or more of these, which may configure a processing unit to operate as desired, or may be processed independently or collectively. You can command the device. Software and/or data may be used on any type of machine, component, physical device, virtual equipment, computer storage medium or device to be interpreted by or to provide instructions or data to a processing device. , or may be permanently or temporarily embodied in a transmitted signal wave. Software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored on one or more computer-readable recording media.

Although the embodiments have been described with limited drawings as described above, those skilled in the art can apply various technical modifications and variations based on the above. For example, the described techniques are performed in a different order than the described method, and/or components of the described system, structure, device, circuit, etc. are combined or combined in a different form than the described method, or other components are used. Alternatively, appropriate results may be achieved even if substituted or substituted by an equivalent.

Therefore, other implementations, other embodiments, and equivalents of the claims also fall within the scope of the following claims.

Claims (3)

The digital agency-based growth hacking A/B testing platform is,
Includes a system that flexibly executes the PDCA cycle according to usage so that users can engage in reasonable and flexible marketing activities,
The digital agency-based growth hacking A/B testing platform is,
In order to optimize the user interface (UI/UX), actual users are divided into two groups and exposed to the existing web page design plan A and the newly improved plan B respectively to measure CTR and CVR.
Digital agency-based growth hacking A/B testing platform. According to paragraph 1,
The digital agency-based growth hacking A/B testing platform uses the web beacon method to expose different landing pages by calling JavaScript and CSS inserted into the customer's cloud server.
Digital agency-based growth hacking A/B testing platform. According to paragraph 1,
The digital agency-based growth hacking A/B testing platform is
Provides services such as email marketing and sponsor management by linking with an external CRM platform.
Digital agency-based growth hacking A/B testing platform.