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MyFitnessPal - Tara-Nicholle Nelson

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Marketo
Marketo

Tara-Nicholle Nelson, VP of Marketing at MyFitnessPal, shares her customer experience using Marketo's marketing automation software. She discusses how to impliment the software and how marketing automation can benefit your company.

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Tara-Nicholle Nelson VP, Marketing at MyFitnessPal tara@myfitnesspal.com @taranicholle MyFitnessPal, Inc.
Tara-Nicholle Nelson VP, Marketing
world’s most popular health & fitness app 65 million users 15 languages #1 on iTunes, Play Stores last 3 years Top 10 in 65 countries 12 billion foods 50 billion calories burned via API 28 million recipes 150 million+ pounds lost MyFitnessPal, Inc.
15mm what database of addresses for marketing + content emails as of 2013
4 what emails sent in 2013
2013 MKTG@MyFitnessPal
*= Transformational Consumers® LOHAS * Social Influencers Growth Mindset Early Adopters LOHAS = lifestyles of health and alternative sustainability
The 5 Defining Attributes of Transformational Consumers® 1. Views life as a series of personal disruption MyFitnessPal, Inc. initiatives 1. Extreme growth (vs. fixed) mindset 1. Focus on prosperity-related personal disruption (health, finance, real estate, career, personal development) 1. Constantly searching for and investing in tools, aids, content to inspire and fuel personal disruption initiatives 1. Innate or learned bias toward action
the what the challenge
You can’t do this
the what selection process
What mattered Narrowing the field Independence Volume Capabilities Multi-channel Capabilities Internal agency model Independence from ENG 15mm  100mm ++ Email SMS/Push Landing pages Social
What mattered most 4 Decision Factors Factor #2: Analytics + Reporting Factor #1: Segmentation + Personalization Factor #4: Database pricing model Factor #3: Support
what the ramp-up
Implementation 3 Pieces of Advice what 1. Force your tech team to engage. 2. It’s a process – not all or nothing. 3. Buy to your roadmap.
what
what
what our results
Engagement Gone Wild 10% Increased User Engagement 4mm Monthly Unique Visitors to Blog 500k Reactivated Users Weekly
Becoming a Media Outlet (in 6 months!) what Monthly Uniques Monthly Pageviews List Size MyFitnessPal Blog: Hello Healthy 4 mm 20 mm 23 mm Women’s Health 12 mm 36 mm 12 mm Men’s Health 11 million N/A N/A Oprah.com 7.5 mm 71 mm N/A Shape 6 million 36.5 mm 1.6 mm Cooking Light 2.3 mm 21 mm 11.3 mm Sources: Google Analytics, Rodale, Hearst, Time, Inc.
thank what you
Q&A Tara-Nicholle Nelson VP, Marketing at MyFitnessPal tara@myfitnesspal.com @taranicholle Page 22 #MKTGNATION14 © 2014 Marketo, Inc.

More Related Content

MyFitnessPal - Tara-Nicholle Nelson

  • 1. Tara-Nicholle Nelson VP, Marketing at MyFitnessPal tara@myfitnesspal.com @taranicholle MyFitnessPal, Inc.
  • 3. world’s most popular health & fitness app 65 million users 15 languages #1 on iTunes, Play Stores last 3 years Top 10 in 65 countries 12 billion foods 50 billion calories burned via API 28 million recipes 150 million+ pounds lost MyFitnessPal, Inc.
  • 4. 15mm what database of addresses for marketing + content emails as of 2013
  • 5. 4 what emails sent in 2013
  • 7. *= Transformational Consumers® LOHAS * Social Influencers Growth Mindset Early Adopters LOHAS = lifestyles of health and alternative sustainability
  • 8. The 5 Defining Attributes of Transformational Consumers® 1. Views life as a series of personal disruption MyFitnessPal, Inc. initiatives 1. Extreme growth (vs. fixed) mindset 1. Focus on prosperity-related personal disruption (health, finance, real estate, career, personal development) 1. Constantly searching for and investing in tools, aids, content to inspire and fuel personal disruption initiatives 1. Innate or learned bias toward action
  • 9. the what the challenge
  • 12. What mattered Narrowing the field Independence Volume Capabilities Multi-channel Capabilities Internal agency model Independence from ENG 15mm  100mm ++ Email SMS/Push Landing pages Social
  • 13. What mattered most 4 Decision Factors Factor #2: Analytics + Reporting Factor #1: Segmentation + Personalization Factor #4: Database pricing model Factor #3: Support
  • 15. Implementation 3 Pieces of Advice what 1. Force your tech team to engage. 2. It’s a process – not all or nothing. 3. Buy to your roadmap.
  • 16. what
  • 17. what
  • 19. Engagement Gone Wild 10% Increased User Engagement 4mm Monthly Unique Visitors to Blog 500k Reactivated Users Weekly
  • 20. Becoming a Media Outlet (in 6 months!) what Monthly Uniques Monthly Pageviews List Size MyFitnessPal Blog: Hello Healthy 4 mm 20 mm 23 mm Women’s Health 12 mm 36 mm 12 mm Men’s Health 11 million N/A N/A Oprah.com 7.5 mm 71 mm N/A Shape 6 million 36.5 mm 1.6 mm Cooking Light 2.3 mm 21 mm 11.3 mm Sources: Google Analytics, Rodale, Hearst, Time, Inc.
  • 22. Q&A Tara-Nicholle Nelson VP, Marketing at MyFitnessPal tara@myfitnesspal.com @taranicholle Page 22 #MKTGNATION14 © 2014 Marketo, Inc.

Editor's Notes

  1. Why marketing automation/content here
  2. Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
  3. Add two slides here 3 need to knows: Get tech team in early and FORCE them to engage It’s a process – not all or nothing Investment of time/energy  Cadillac issue – don’t do it again in a year or two, get a system you can grow into and have a roadmap/plan in place for the next couple years at least so you know what your needs will be
  4. Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
  5. Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
  6. Add Source Growth in traffic – in terms of a chart- do another slide