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DMEXCO @home 2021: From Funnels to Flywheels


John Cutler

Product Evangelist, Amplitude

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The standard, linear marketing funnel is etched into the minds of marketers everywhere. Awareness, interest, consideration, intent, evaluation, and purchase -- sound familiar? Meanwhile startups have embraced slightly less rigid models like Dave McClure’s “Pirate Metrics”: acquisition, activation, retention, referral, and revenue. In a sense, these begin where the marketing funnel leave off, but are fairly linear nonetheless.

The digital product (and marketing) powerhouses of today are going a level deeper. They are embracing non-linear effects and “virtuous loops” (aka Product Flywheels) to build engines of growth that are self-reinforcing. We will explore the product flywheel concept, with a specific focus on marketing/product collaboration.

This talk will give you the tools you need to go a level deeper than traditional funnels within your own company.

Who should attend?

Data leaders and architects looking to understand where product analytics (and Amplitude) fit into their data management strategy. And product and growth leaders looking to better understand the role of data and how to avoid roadblocks.

Why is data integration & management important?

In a study by Harvard Business Review, companies with advanced data strategies are 2x as likely to report more then 30% revenue growth.