Uber Engineering’s Post

Here is Uber..one of the world's most innovative and disruptive organisations, sharing the way they deliver highly customised user experience to its millions of users globally.. Earlier such open communication of key business enablers was unthinkable. Now with technology becoming a "commodity" and all market players having access to it, companies know it's ok to share and increase transparency because not many can replicate it at a scale as they do. It's a slightly lengthy article and a bit technical, but I found it fascinating how they build a scalable model architecture covering all aspects of what's needed to build similar solutions.. Well done Uber Engineering #uber #designthinking #knowledgeshare

This landed in my inbox earlier. Sharing as I think it’s instructive for data science folks doing targeted marketing.   I'm a very, very infrequent user of Uber. I downloaded the app in a panic in Adelaide in 2016, when I urgently needed a cab to the airport and couldn't find one. Since then I've had (checks records...) a total of 25 uber rides. In 8 years.   Here I’m being offered 20% off my next 20 rides, before 1 April! So, what's the problem?   First: it looks really silly, and looks like you don’t know anything about me. I’d probably react better to a discount off a single ride, or a discount off a second trip, as it better reflects my actual usage patterns. It would also be a lower value offer. A small-ish discount off 20 rides in a week just looks very daft and not well targeted. It tells me you didn’t even bother.   Second – it won’t work. Will this change my chance of using uber this week? No - I'm a rare user at the best of times. Would any ad be successful? Realistically, only something of significant value might be enough to change my behaviour. 20% off is probably just waste – if I was already planning a trip it’s now cheaper, but it won’t convince me to take more.   The lesson: some important questions that data science folks can ask themselves when designing targeted offers: -     Is the audience well matched to the creative? Will it resonate well? -     Is the creative likely to change the behaviour of the audience? If the answer to either is: ‘no’, for some obvious section of your audience that you can easily identify in the data you’re holding, then it probably needs refinement!

Here's a short read on some of our recent algorithmic work at Instacart to optimize our paid marketing strategy. I think the explore-exploit approach here provides a nice complement to typical assumption-laden approaches to observational data (like Marketing Mix Modeling) that folks typically use.

When I was 19 years old, hearing terms like 'customer lifecycle' or 'user journey' often left me going "AAARRR" in confusion. Funny enough, this reaction is closer to the answer than you might think (thanks to Dave McClure who invented this). 😛 Context: I'm a Product Marketer who's passionate about storytelling, narrating experiences, and spreading awareness through my learnings. Today is day 2 of my 30-day challenge. I'm working on scaling a SaaS Product, and recently my fellow colleague enlightened me with the AAARRR framework. So, today's post is for those 19-year-olds (and beyond) grappling with marketing jargons, just like I once did. 😴 The AAARRR framework, also known as "Pirate Metrics," is a tool used in marketing to measure and optimise customer's journey. Since, I couldn't give you examples of my current product (for obv reasons 😂 ), I've carefully curated a list of relevant and comprehensible examples for each of the stages! Lesssgooooo: 1️⃣ Awareness: It’s the 'Hello!' moment - your future customers' first glimpse of you. Like making a new friend, the first impression is crucial. Example: Coca-Cola's "Share a Coke" campaign brilliantly created awareness by personalising bottles with popular names, sparking widespread interest and recognition. 2️⃣ Acquisition: After the initial hello, it’s time for a firm handshake. Encourage potential customers to take a step closer, like trying a sample or joining a webinar. Example: Netflix’s free first month offer successfully converts series watchers into subscribers, making them eager to explore more content. 3️⃣ Activation: This is the 'AHA' moment. Like inviting a new friend for coffee, you want your users to try your product and love it. Example: Spotify’s freemium plan lets new users experience music, high-quality audio and other amazing features, nudging them towards continued usage. 4️⃣ Retention: Keep the good times rolling. It's about ensuring they return, feel valued, and are consistently delighted. Example: Amazon Prime’s constant addition of new movies, shows, music, and deals keeps subscribers engaged and loyal. 5️⃣ Revenue: Here, your relationship begins to yield financial benefits. They value your offering and are willing to pay for it. Example: Apple’s ecosystem – once a customer buys an iPhone, they are likely to continue purchasing within the Apple family, ensuring ongoing revenue. 6️⃣ Referral: The highest form of customer approval. They not only return but also bring others along, becoming brand ambassadors. Example: Tesla’s referral program turns customers into brand advocates, offering incentives for bringing in new customers. This is just one of the many frameworks of a customer's lifecycle. This one provides a starting point and a comprehensive view, from initial awareness through to turning customers into brand ambassadors. Let me know what you think? #shivasnishares #customerlifecycle #userjourney

A succinct summary of a crucial idea and practical approach in marketing optimization, balancing technical depth with clear insights. A valuable read for anyone interested in adaptive experimentation and AI-driven marketing strategies. Highly recommend!

I’ll admit. Having GenAI be a big part of our loyalty product was way harder than I thought it would be. But probably not for the reasons you’d think. The way a user interacts with a AI-based product is just different. We knew that going in, but it was even more than we anticipated. Here’s 3 things we’ve learned so far with building GenAI into our loyalty platform (hopefully it can help others). // 1. With GenAI you cannot explicitly control the experience. Part of the benefit of GenAI is that it can be creative. In practice, that’s also a challenge. I’ve found it's sort of like talking to my kids. Sometimes they don’t listen exactly. With GenAI you have to put guard rails in place and be OK not having control over what the final output is. It’s the balance between creativity and control. Now, there are ways you can really clamp it down. But at that point, you lose a lot of the value. // 2. To be good, it has to be ground-up. I should have realized going into it, but you *really* do have to craft the product experience around GenAI. An effective GenAI product requires a foundational approach, where the product is crafted around AI capabilities. Because you can’t control the outcome exactly, you have to allow for some “back and forth”. It’s much like a conversation between two people. Our loyalty copilot, for instance, gives you a first draft of a branded loyalty experience, streamlining the process while still allowing for easy adjustments. // 3. The “user interface” of GenAI is a persona We realized GenAI is more than a tool, it’s a persona. With a persona, you have to consider “who” a user is talking to, and what role is the persona. Spotify’s DJ is a great example of this. There’s voice, tone, role, etc. In our case, Raleon Copilot is like being able to talk to a chief marketing officer. It sounds silly, but it’s an important distinction. It’s the difference between talking about launching a new product, and detailing every task an individual contributor may need to take. At the end of the day, GenAI is meaningless if it doesn't add value. We're continuing to find tune it in our product to make sure it helps ecommerce founders and marketing teams save time.

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Technology plays a pivotal role in reshaping how businesses connect with their audience. The emergence of #APIs has paved the way for a more targeted and deliberate approach, empowering businesses to craft precise marketing campaigns with efficiency and impact. Looking ahead, the conversation naturally gravitates towards the transformative potential of #AI in the realm of bulk messaging. With AI-driven customer service and automated chatbots, the future holds promises of seamless customer experiences. "These technologies will enable you to offer unprecedented personalisation, making every customer feel like your only customer." Skyla, DEV Community. Adopting these technological advancements isn't just about keeping up; it's about forging ahead. By tapping into the power of APIs and AI, businesses can strengthen their connections with their audience, fostering engagement and loyalty. Interested in enhancing how you talk to your customers? Read the full article on the evolution of SMS marketing on DEV Community. #MassMarketing #TechInnovation #AIMarketing #CustomerExperience

🚀 Unlocking the Secrets to Business Success with Funnel and Behavioral Models 🚀 Ever wondered how top companies like Apple, Amazon, and Spotify attract and retain their customers? Dive into our latest article where we explore powerful funnel models and behavioral frameworks that drive user engagement and habit formation. 📈 Learn how: 1. AIDA and BANT guide customers from awareness to action. 2. Marketing Flywheels keeps users coming back for more. 3. Hooked Models by Nir Eyal create addictive user experiences. 4. Discover how to apply these strategies to your business to turn casual users into loyal advocates. Don't miss out on these insights! 🔗 https://lnkd.in/gVrkzEnB #ProductDesign #UserEngagement #BehavioralScience #SalesFunnels #MarketingStrategy #CustomerJourney #SaaS #Ecommerce #BJfogg #NirEyal #BusinessGrowth #CustomerRetention #UXDesign #GrowthHacking #BJfogg #NirEyal #HookedModel #ProductManagement