Growth Hacking - the next best thing to transform digitally?
summary
Argues growth hacking must be a company-wide program with measurable foundations rather than a siloed marketing trick, using RFM model demo logic, transition matrices and Markov chains to move from recency/frequency/value segments to customer lifetime value and uplift-targeted campaigns. Cites DBS case: $5 billion profit, 18 markets, 15 million customer hours saved, and McKinsey’s 15% of ML models in production. Mentions a Shiny dashboard built but not shown and a concrete win: cutting one‑time churn by ~15 percentage points unlocks meaningful revenue.
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chapters (9)
- 0:00Introduction
- 1:52What is digital transformation
- 4:00DBS Bank digital success
- 10:00Why marketing analytics matters
- 13:11RFM models for insights
- 15:19Why digital projects fail
- 16:22Who to involve in growth
- 19:29Key to digital goals
- 20:37Q&A
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