Vanshika Mehta

Everyone is aware of key metrics for any business but let me break it down into simpler form North star metric - This is one of the most famous metric So basically this metric defines the growth of entire system Confused? Example - So in a cricket team there are 11 players out of which some are bowlers, fielders, batters so everyone has their own part of working and they together represent team 'India'. Similarly in a system fielders, batters, bowlers are subsystems and their growth together as a team which is system is defined by a metric which is nothing but 'North star metric' So here the north star metric for team India could be ' No of wins' Every subsystem could also have its own north star metric just like bowlers having their bowling coach which tells them their performance Baseline metric - The name itself speaks that product has some baseline Example - Just like cricket the baseline metric for team India (which is system) could be at least 7 wickets in a T20 series (Bowlers - which is subsystem) here The North star metric of these sub systems is the baseline metric for the main system Example - India team could be the base line system for Board of Control for Cricket in India (BCCI) which is the main system here Leading and lagging metrics are corelated Leading metric - Metric which you can change Example - If you want to increase your engagement on your Instagram profile you post your photos, videos, reels which eventually increases your followers Breaking down of leading metric L1 metric - Photos having more than 5k likes L2 metric - Videos having more than 20 comments Lagging metric - Metric which can't be changed directly Example - Increasing your followers on Instagram totally depends on the action you take so actions like 'posting photos', 'videos' ,'reels' which comes under leading metric and because of this 'followers' increases which is lagging metric So lagging metric tells you the current state so if you want to improve lagging you need to work on leading metric. Let me know If I was able to make you understand this concept Thanks Shravan Tickoo bhaiya for teaching such advance concepts My people - Attharv Sardesai Unnati Nakra Rishabh Kaul Ashu Mishra Praveen Kumar Suraj Sharma Sonali Bhardwaj Ravi Soni, CSPO® Soni Shaw Somi Singh Ashutosh Kashyap Navnath Koli Sahira Mehta Dr. Nancy Li bhishm juneja Sreelekshmi S Prashant Tanwar Harsh Kharb Khyati Singh #productmanagement #metrics #product

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Part 1/2 What is Product Roadmap? Let's understand the components in detail Vision - A long term purpose of system which is not bounded by constraints So every org has some vision just like Airbnb - Create a world where anyone can belong anywhere Amazon - Be Earth’s most customer-centric company LinkedIn - Create economic opportunity for every member of the global workforce Meta - Give people the power to build community and bring the world closer together Microsoft - Empower every person and every organization on the planet to achieve more Netflix - We want to entertain the world Mission - You can say mission is like multiple chunks of goals which has some numbers attached to it and it generally has some strategies Example - A Mission could be to increase 50% revenue till Q2 quarter and for this there could be some strategy Strategy - How you are planning to do or what steps will eventually lead you to achieve this mission So in order to achieve these missions there are some strategic themes just like Increase revenue by 50% till Q2, Track the visibility rate of users for each quarter, and this strategic themes also has smaller goals which if achieved then you can say you have achieved a mission. So this is how it works and this together what it is called as 'Product Roadmap' which basically should be aligned with vision, mission, strategic themes. It’s a plan of action that aligns the organization around short and long-term goals for the product or project, and how they will be achieved. Example - You have worked on 3 features but you end up shipping 2 features only due to capital, or engineering team capacity etc, then the feature which could not be shipped goes in the backlog Backlog - It's just like repository where features which are worked on but not shipped are present here and this may be due to feature being less prioritized or has less impact Backlog should always be cleared time to time or it builds inertia leading to tech debt in future. So in backlog you will see terms like P0, P1, P2 which tells the importance of the features or the latest features which are going to be shipped P0 hold the most importance as this feature could be the most impactful feature in near term while P2 would hold less importance and impact so this is all aligned with our Vision, Mission, Strategies. The features which are shipped has a lot of things attached to it like leading metric, lagging metrics, baseline metrics if you want to understand what are these have a look at this - https://lnkd.in/dU8Eb22T Thanks Shravan Tickoo for teaching us this advance concepts My people - Attharv Sardesai Unnati Nakra Rishabh Kaul Ashu Mishra Ashutosh Kashyap Sonali Bhardwaj Ravi Soni, CSPO® Soni Shaw Somi Singh Pritesh Jagani Dr. Nancy Li bhishm juneja Prashant Tanwar Harsh Kharb Navnath Koli Khyati Singh Praveen Kumar Sreelekshmi S Sahira Mehta #productmanagment #productroadmap #product

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Brands, Brews & Banter has been among the Top-15 marketing podcasts in India for the past nine months (Spotify & Apple Podcasts). Podcasts may look deceptively simple, but here's what I've learned from 25+ episodes: 1. Don't invest in any expensive gear or rent studios till you've done at least 20 episodes and figured out your niche 2. All podcasts are like blind dates - Some are nerve-wracking (even boring), and sometimes you just click! 3. Get ready for A LOT of editing 4. Great quality of conversations trump bad production value 5. There's no such thing as "too long" in podcasts, only "boring." The same people who will skip a 40-second Reel will watch a four-hour episode of the "WTF is" podcast. If you're ready to start your own podcast and I can help, feel free to DM me.

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𝑷𝒆𝒐𝒑𝒍𝒆 𝒐𝒇𝒕𝒆𝒏 𝒇𝒐𝒄𝒖𝒔 𝒐𝒏 𝒉𝒊𝒈𝒉𝒍𝒚 𝒑𝒓𝒐𝒅𝒖𝒄𝒆𝒅 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒆 𝒇𝒐𝒓 𝑴𝒆𝒕𝒂 𝒂𝒅𝒔 𝒔𝒖𝒄𝒄𝒆𝒔𝒔. But the reality is, it's the boring, Consistent optimizations Along with PERSUASIVE content really drives results. This Premium leatherwear brand learned this the hard way. Their premium leather goods weren't selling online. ROAS was abysmal. CPA through the roof. They partnered with SocioNinja. We dove deep into their account structure. First, we organized their dashboard: → Tracked spend, results, and cost per result. → Monitored impressions and CPM. → Analyzed link clicks and CPC. → Scrutinized CTR (Link Click-Through Rate). 𝑾𝒆 𝒅𝒊𝒅𝒏'𝒕 𝒔𝒕𝒐𝒑 𝒕𝒉𝒆𝒓𝒆 🔥 We implemented a strict optimization timeline: → Waited 5-6 days before making changes. → Avoided daily tweaks that disrupt learning. → Adjusted frequency based on audience size. → We tackled the learning phase head-on: → Ran controlled experiments with adequate budget. → Created multiple ads upfront to avoid frequent edits. → Avoided significant edits that reset learning. Results? CPM dropped 16%. CPC decreased by 21%. CTR increased 35%. 🔥 𝐎𝐯𝐞𝐫𝐚𝐥𝐥 16 𝐥𝐚𝐤𝐡𝐬 𝐢𝐧 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐰𝐢𝐭𝐡 𝐑𝐎𝐀𝐒 𝐨𝐟 5.4 𝐱 🔥 Leather goods are now flying off the virtual shelves. It wasn't glamorous. But these consistent, data-driven efforts made all the difference. Want similar results for your fashion brand? Let's chat: socioninja.com/contact We help fashion brands crush it on Meta. No fancy talk. Just results. #facebookads #d2cbrands #d2c #ecommercemarketing #facebookadvertising #facebookmarketing #ecommerceagency #d2cmarketing #branding #paidads #DigitalMarketing #Ecommerce #D2CMarketing #BrandBuilding #PerformanceMarketing #PaidSocial #MarketingStrategy #BrandGrowth #FacebookAds #CustomerAcquisition

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This was a hard pill to swallow. I was going through some of the past contents I had written for my clients almost 6-7 months ago. I observed a pattern. Most of the viral contents on their feed are storytelling posts. I felt like a loser that my other contents hardly got 3000 impressions but storytelling ones 5000, 8000, 30000, 60000, and even more. But then I observed the comments and DMs. Storytelling posts were helping build more trust among people. But the real magic of driving leads was happening with TOFU and BOFU. Unless you target their pain points provide solutions to those give the final push with client results you cannot expect qualified leads. This was a breakdown of the strategy I followed to drive this client 15-30 leads every month. It's easy to fall for what LinkedIn gurus and social media tell us. But real growth happens when you develop a laser-focused strategy that works for you. P.S. Another prospect was then ready to pay 4X for driving similar results. Struggling to build a powerful identity through your personal brand and drive leads for your business? Click on 'book an appointment' from my bio.  #personalbranding #writing

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Brands vie for 𝐀𝐓𝐓𝐄𝐍𝐓𝐈𝐎𝐍…and storytelling has emerged as an effective strategy that can captivate audiences in an unparalleled way. ✨ It's not just about selling a product or service, it's about crafting narratives that resonate deeply with consumers, triggering their imagination, empathy, and sense of connection towards a brand.💡❤️ At the heart of this phenomenon lies the brain's response to storytelling. 🧠 When someone is emotionally invested in a story, their brain releases oxytocin, often dubbed the "love hormone." This chemical plays a crucial role in bonding, whether it's between a mother and her baby 👩‍👧 or between friends and partners.👯‍♀️ In the context of brand storytelling, this surge of oxytocin creates a profound effect—it's not just a story anymore, it's a bond forming between the audience & the brand. 🤝 This emotional connection is priceless in marketing.💎 It transforms a brand from a faceless entity to a trusted companion on the consumer's journey. 🚀It's the difference between a fleeting interaction and a lasting relationship. By leveraging the power of storytelling, brands can create experiences that linger in the hearts and minds of their audience. 𝐁𝐮𝐭 𝐡𝐨𝐰 𝐜𝐚𝐧 𝐛𝐫𝐚𝐧𝐝𝐬 𝐡𝐚𝐫𝐧𝐞𝐬𝐬 𝐭𝐡𝐞 𝐩𝐨𝐰𝐞𝐫 𝐨𝐟 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐭𝐡𝐞𝐬𝐞 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧𝐬? 🤔 It starts with understanding their audience—their 𝐡𝐨𝐩𝐞𝐬, 𝐝𝐫𝐞𝐚𝐦𝐬, 𝐟𝐞𝐚𝐫𝐬 & 𝐚𝐬𝐩𝐢𝐫𝐚𝐭𝐢𝐨𝐧𝐬. 🌟 By crafting narratives that resonate with these emotions, brands can create a sense of empathy and understanding that goes beyond mere product features.🌈 Storytelling is a versatile tool that can be deployed across various marketing channels and touchpoints. From social media campaigns 📱 to website content, from email newsletters 📧 to experiential events… The most significant impact of storytelling lies in its ability to drive action. 🔄 When consumers feel emotionally connected to a brand, they are more likely to engage with its products or services, advocate for its values & become loyal ambassadors. 🌟💪 But do remember! In a world inundated with advertising noise, authentic storytelling cuts through the clutter and leaves a lasting impression. 🎯 In essence, storytelling is not just a tool for selling products—it's a way for brands to connect with their audience on a deeper, more meaningful level. 🌍❤️ By tapping into the power of storytelling, brands can create emotional connections that drive loyalty, advocacy, and ultimately, business success. 🏆📈 MyMelon #StorytellingInMarketing #marketingstorytelling #storytelling #digitalmarketing #BrandStorytelling #MarketingStrategy #EmotionalMarketing #CustomerEngagement #ContentMarketing #BrandLoyalty #ConsumerPsychology #MarketingTips #BrandExperience #MarketingSuccess #MarketingInsights

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If your brand's voice is unclear, let me tell you a secret! I recently got a LinkedIn Top Branding Voice badge for contributing to collaborative articles. My responses helped people make the right decisions to enhance their branding. If you are also struggling to achieve elegant & impactful branding for your business, reach out to me and experience a whole new journey for your brand. #branding #storyteller #growthmarketing #brandvoice #brandingagency #brandingtips #brandingstrategy #brandingexpert #personalbranding #brandingconsultant #brand

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I have been teaching marketing since 2011 & working since 2007 & I have never taught AIDA or executed using AIDA or funnel thinking. Kritika Rathi is right except AIDA model was dead long before Gen Z hit their teens. ✅ It's only marketers who believe in funnels and AIDA. ✅ Customers don't exist in mediums or funnels , the communication flows across. ✅ Two breeds of marketers who still believe in AIDA - a) lots of performance marketers. Because it's easy to sell a linear customer journey and pitch that they are in control ( no one is ) b) CXOs & Marketers who aren't willing to question or even step out of their comfort zone and experiment with new thinking. #strategy #business #marketing.

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I've read this book multiple times, and each read reveals new perspectives and understandings that I hadn't noticed before. Here are few points that I think are very important 1. The book delves into the creation of iconic campaigns like "Cadbury’s Kuch Khaas Hai," "Fevicol's Campaign, Humara Bajaj," and "Asian Paints Har Ghar Kuch Kehta Hai." 2. He discusses the challenges and creative processes behind these successful ad & Highlights the significance of understanding and incorporating cultural nuances in advertising. 3. His campaigns often draw from Indian traditions, festivals, and everyday life. Emphasizes storytelling as a powerful tool in advertising. 4. Stresses that stories must resonate with the audience and evoke genuine emotions. 5. Offers practical advice for young professionals entering the advertising industry. 6. Encourages aspiring advertisers to stay curious, passionate, and true to themselves. . . . . #marketing #advertising #ogilvy #piyushpandey #videoads #campaigns #cadbury #fevicol #tvcommercials #creativecampaign #storytelling #stories

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Can Static Ads Still Crush It on Meta? The picture of this post depicts how I felt (or feel?) after getting an answer to the above question.. Recently, I was wrestling with a client's Meta ad account – performance had gone flatter than last week's soda. We tried all the hotshot tactics: fancy video ads, influencer collabs, the whole nine yards. Desperate times call for desperate measures, so, I went back to basics – a static image ad with a killer hook line. You know, the kind your marketing professors probably preached about. Here's the kicker: it worked wonders. Engagement skyrocketed, clicks surged, ROI started improving, and we just about met the quarterly goal (phew!). Here's the lesson I learnt- Don't underestimate the power of a well-crafted static ad. Don't get me wrong, reels are still a force to be reckoned with, but a captivating image with a sharp hook can slice through the ad clutter and grab attention just as effectively (sometimes even better!). So, the next time your campaigns hit a snag, don't just chase the shiny new object. Remember, sometimes the simplest solutions pack the biggest punch. What are your go-to tactics for reviving a struggling ad campaign? Share your wins (and fails) in the comments! #marketingstrategy #metaads #staticads #backtobasics #growthhacking #d2cbrands #marketing

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You are misusing you ads budget. Ads platforms are sucking up your money. Yes, you heard is right. Most of the Ads manager are fooling you. The reason? Incomplete knowledge. Yes, People watch 1 or two videos and mark themselves as Experts. But don't know how to get results. Are you also stuck in this situation?? You know what, here's what you need to do. Ask for a complete spending breakdown. And if the breakdown doesn't includes allocation to remarketing. Here's where you are losing money. Yes Remarketing. Remarketing gives the best results. Why? - It targets warm leads. - Increases conversions. - Lowers cost-per-click. Not using remarketing? You’re missing out! We help our clients 2x their ROAS with the same budget. Want to see how?? DM and let's talk. #remarketing #adsbudget #returnonadspent

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When will the miminalism trend be over? 🤔 Redesigning a brand's packaging goes beyond aesthetics - it's a strategic dance of aligning with evolving consumer values and market trends. 👾 An opportunity to amplify the brand's message with intent, execution, and reception in the public domain. 🗣 One more time, we see a move toward minimalist design, aiming to strip back to the essentials. A balance between selecting iconic elements from its rich heritage while steering the brand into the future. 🎯 How do you perceive this change aligns with today's consumer values? Were they able to craft a universal visual language, making the brand's narrative globally comprehensible? 💡 What do you think? 👽

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Gen Z: Savvy Spenders in a Cautious Climate Remember that time you convinced your parents for a new gadget with extra chores? Gen Z shops that way too. A recent survey by SheerID reveals how Gen Z navigates the economic climate. Despite whispers of improvement, only 30% feel optimistic. This translates to frugality, with 71% of college students tightening their belts. Gen Z craves exclusive deals (91% research discounts!). They are budget-conscious (71% tightening belts) & social media savvy. Forget fancy financing! Freebies win! Over half are more likely to buy with a free gift or free shipping. Email's still king for offers (48%). Want to attract Gen Z? Interested in a chat about how your brand can connect? Let's connect! P.S. Share your tips for engaging Gen Z customers in the comments! #GenZ #FutureOfRetail #ConsumerTrends https://lnkd.in/gAN-MAND

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Products lose their hype, brands? DO NOT.  Founders, Let's take Dove for example. It is a personal care brand.  Their products are: → Lotion  → Soap bars ⁠→ Body Wash ⁠→ Deodorants → Shower Gel ⁠→ Moisturisers Now, look at their marketing. Do they sell you soap?  Do they sell you deodorant?         Okay…then a moisturiser, perhaps? None of it. They sell you “Real Beauty.” They sell you their brand's essence.  ┗AUTHENTICITY  ┗ SELF-ESTEEM They MARKET THEIR BRAND. Think about it! This is The Market Talks! I'm Varun Hiryur. And this isn't your average late-night show. Follow me, you'll get to know me! I'm here at 10:30 am! Like what you read?  React 🤯 Comment 💬 Repost ♻ P.S. Are you marketing your brand? P.P.S. Did you buy a product recently? Why? #agc #founder #cofounder #cofounderb #linkedin #growth #themarkettalks #marketing #trending #trends #team #teamwork #dove #realbeauty

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How i got 17 leads during my 1 month break from Linkedin & Fb ( Here’s my exact strategy - you can do the same to get inbound leads too ) This 1 shift which took me 3 solid months of work changed my whole game back from Apr '23 IT’S MY SIGNATURE - KA’S HYPER SENSOR ANALYSIS -> An intensive Market and competitor research to set yourself and your offers uniquely in the crowded market. I have recorded a 9 minutes step by step training on the same Comment “Training “ to get the access

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I think as a strategist, One of your goals should be to — Keep working on your strategies. No strategy is perfect, churn, change & challenge yourself. Keep repeating this. And keep on gathering lessons.

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When we started working with Sunny Leone and Daniel Weber’s cosmetics brand, StarStruck by Sunny Leone, it was facing a few challenges on Meta Ads: 1/ Large Number of Fake Orders (>20%): Brand was not able to leverage the celebrity advantage effectively. Ads were attracting the wrong audience, leading to numerous fake orders. Conversion rates were extremely low. 90% of the traffic from ads was irrelevant male audience. 2/ High CPMs Due to Increased Competition in the Cosmetics Category: The high competition in the cosmetics category caused CPMs to be extremely high, leading to a very low ROAS. 3/ Low Average Order Value (AOV): With an ASP of around ₹450, encouraging customers to add more items to their cart was essential. The low AOV significantly affected the bottom line. Within three months, we increased their website revenue by 2.2x with a 77% increase in their average ROAS from Meta ads 🚀 Here’s what worked: 1/ Partnership Ads with a Clear Focus on the Product: Partnership ads helped establish the authenticity of the brand, leveraging the celebrity advantage. We worked closely with the creative team to ensure the CTA was clear in each ad. 2/ Layered Offers to Boost AOV: - Free shipping at ₹499 to motivate customers to purchase more. - 10% off on orders above ₹1,099 which used to be automatically applied on the cart. - Free makeup pouch on orders above ₹2,000 with product suggestions displayed properly to avoid the friction of navigating back to the product pages. 3/ Pushing Reels to Scale: Reels shot by Sunny worked very well, delivering a 90% higher ROAS than the account average. Attaching one of the winner reels from Meta. 4/ Third-Party Checkout to Avoid Fake Orders: We used Shiprocket Checkout (formerly Fastrr) to solve the issue of fake orders. Eliminating fake orders also helped improve the Meta Ad AI optimization, which often gets disturbed by fake orders and starts targeting the wrong audience. We are aggressively scaling the ad account now. Trying out a few interesting experiments this month. Will keep you posted :) Special thanks to Daniel Weber and Sunny Leone for trusting us with Star Struck. The brand has huge potential. Long way to go 📈

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Dear large-size legacy brands (part 1) Aesthetic and long duration (slow moving) ads will NOT bring you sales online The internet is NOT the TV where the viewers had no choice but to watch whatever was on the screen People now have choices and are distracted quickly Attention spans are short and audience has low tolerance for boring stuff So while your aesthetic (lifelessly boring) ads might be okay for branding (even that's a stretch) They won't convert viewers into customers at scale Smaller brands are realizing this and eating up your marketshare So please let your digital partners have some say in your content creation And see your sales scale up like never before!

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