Tech Fundamentals For

Aspiring Data-Driven Marketers

Background

10 years
Pharmacist to Marketer
Passionate about the intersections
of tech and marketing
Objectives
Discover how you can solve
complex marketing
challenges with technology

And enhance our marketing

super powers
 Stu we’ll be discussing

Di erence between a growth

marketer and a growth engineer

Bene ts of picking up some tech

skills

Practical examples you can use in

your marketing
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What kind of technology?

Web-based

If you use the web to get

customers

(website, e-commerce store,

web app, mobile web)
Every Marketer’s Goal

Maximum Outcome
with Minimal Output

Tech can help us get

there
Growth Marketer Growth Engineer
Growth Marketer

Creative Maestro
Excellent communicator
Master of sales psychology
Intuitive and experienced with
Marketing Channels
(aka ‘knows what works’)
 Frank kern was a
growth marketing
legend

(who wasn’t big on

tech back then)

Not his actual website

Today marketers have a sh*t ton
of ‘tech things’ to worry about

iOS updates
Email deliverability
Website security
Ad compliance
Site speed
Tracking and attribution
Growth Engineer Starter Kit

Data and numbers-driven

Loves tech
Loves automating stu
Loves to “hack” growth using
technology
Obsessed with tracking and
attribution
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Alright, sounds cool. What’s in it for me?

Swaggy job title

Make better, data-driven decisions via better

tracking, analytics and attribution

Learn to automate your marketing processes -

Save you time, more happy hours

$$$ via Techy growth hacks

Make sense of Julian’s videos

Tech Essentials
Let’s Jump Right In!
#1 Front-end Development
HTML, CSS, JS + Libraries

Build Landing Pages

A/B Tests (Conversion Rate Optimisation)

DOM Manipulation (Personalize Web Experience)

Custom Scripts to enhance the customer

journey (e.g. countdown timers)
Mastering URL Parameters
Many apps are able to read URL parameters

https://calendly.com/khai-is-smart/abc?utm_source=facebook
https://www.growthpj.com?utm_source=google

Allows you to pass data from one source to another

(email to page, page to page)

For attribution purposes (and more)

You can also use it to personalise web experiences

(add a name to the page or pre- le a form)
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 Cookies 🍪
The most basic tool for storing lead /
customer data

Attribute conversions to visitors

Personalize experiences for website

visitors

Cart abandonment
Cookie-based Tracking 🍪
Advertising platforms use cookies to
attribute conversions

Important for ROI tracking

Stricter privacy settings❗

Marketers have to think outside the box for

better tracking solutions (server-side etc,
logged-in users)
 Personalised Web Experience

Show a banner to
rst-time visitors
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Blocking Trolls 101
dude%40dudeette.com
The Solve

If email is in URL, cookie the person

If the person comes back to any page,

redirect him to Google

…or any website of your choice 😈

JS Essentials For Marketers
JS Functions
Conditionals (if <> else)
JS Methods aka ‘the magic’
JS Events (e.g: OnClick)
Cookies
DOM Manipulation
Visit w3schools, Google/Stack Over ow

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#2 Tech Stack Integrations
Most likely, you’ll need customer data
in more than one place

Hence, you’ll need to pass customer

data from one tool to another

Example: When person signs up, send

data to your CRM tool and also
populate a Google Sheet
Growth Engineers automates this
process like a boss

A. Ready-Integrations (easy and free)

B. 3rd Party integration tools like Zapier

or IFTTT (not free)

C. Webhooks (free)
Hot tip:
When choosing software for your
company, check for integrations rst

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 Some CRM Tools have built-in automation
tools!

Post to
webhook
Zapier connects 1000s of apps
 Webhooks
A URL where you can send data to

The receiving app can then receive the data,

process it and send back a response

Example: Send webform data to a web hook

which receives and populates a Google Sheet
(via a script)

Handy for apps that allow it when there is no

Zapier or ready integration
#3 Business Intelligence
Data warehousing

Store data from di erent sources for

analysis, reporting and data mining

FB

Analysis
CRM Reporting
Data Mining
GA
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 Allows marketers to draw meaningful
insights from multiple data sources

Example: For sales last week…

—> Leads that come from Facebook

(source: FB)

—> are have 3 or more children

(source: typeform)

—> but are more likely to close on the phone

(source: hubspot)
Tools
Learn SQL

Standard language for accessing,

reading and writing to databases

Use to make complex queries when

dealing with databases
 Example

“ Get me all sales that happened

from last week from Tom and Mary
but not Alex, for product XYZ but only
if the amount is more than $500 ”
#4 Basic Web Architecture
 Client <> Server Model
Marketers can send http requests to
di erent applications for a variety of tasks

client server

http request

http response
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Problem:

Want to get live Bitcoin price on website

Solution:

Send Get Request to Crypto exchange

rate whenever page loads
Problem:

Alert team when someone enters the virtual

co-working space (zoom room)

Solution:

Create a “middle man” page which sends an

alert to slack before redirecting to zoom room
Problem:

Registration page was bad and had no

engineering / design resources

Solution:

Build own landing page + web form which sends

a post request to the server upon registration
Problem:

I want to be noti ed on Slack when someone

visits my page

Solution:

> Page view

> Send Ajax Request To Webhook (Zapier)
> Notify On Slack
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Web Technologies To Explore

HTML, CSS, JS, JQuery

SQL
Web Architecture
Webhooks, API, HTTP requests
Zapier
Tag Manager
Server Side Programming
Thanks!
www.growthpj.com

Linkedin.com/in/khaiyong