AUTOMATION 2021 // Q3 - Page 12

Part of our growth is improvements in our acquisition process — like launching regionspecific ad campaigns that increase awareness , and consideration of our multi-modal offerings . Coordinating these campaigns to acquire new users at scale has become time-consuming , leading us to take on the challenge of automation .
GROWTH ACQUISITION
Acquisition is typically led by a data-driven cross-functional team that focuses on scale , measurability , and predictability . You may have seen Lyft ads like these :
MOTIVATION
Acquiring users at scale means making thousands of decisions each day , for each region where Lyft operates : choosing bids , budgets , creatives , incentives , and audiences ; running tests ; and more . Just keeping up with these repeated tasks occupies a great deal of marketers ’ mindshare and can lead to suboptimal decisions . It ’ s expensive to the business and does not scale .
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EXECUTE CHANGES
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IDENTIFY OPPORTUNITIES
REVIEW PERFORMANCE
A day in the life of a digital marketer
DRIVER
RIDER
Acquisition operates at the top and largest part of the onboarding funnel , through the various channels listed on the left . No two channels are created equal : we work with different partners , technologies , and strategies to make sure that Lyft is the top choice for consumers . Other teams at Lyft focus on different parts of the user journey to provide a world-class experience . A high-level view is shown below .
By automating routine decisions , we can scale efficiently and create a data-driven learning system . This also lets marketers concentrate on innovation and experimentation instead of operational activities .
PATH TO AUTOMATION
Our goal : build a marketing automation platform to improve cost and volume efficiency while enabling our marketing team to run more complex , highimpact experiments .
Organic
Search
Landing page
Background + Lead Activation Driver hours vehicle check
Social
Partners
ACQUIRE NURTURE GROW
Retarget
Referrals
App install Activation Rides
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