Growth Hacking with Data: How to Find Big Growth with Deep Data Dives
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Transcript of Growth Hacking with Data: How to Find Big Growth with Deep Data Dives
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#datahacks
Growth Hacking with Data How to Find Big Growth with Deep Data Dives
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#datahacks
Today’s Experts
Colin Zima Chief Analytics Officer
Looker @LookerData
Sean Ellis CEO & Founder
Qualaroo & GrowthHackers.com @SeanEllis
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#datahacks
#DATAHACKS
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#datahacks
Poll Question What is your primary job function/role?
a) User acquisition
b) Product manager
c) Brand marketing
d) Other
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15-second commercial: Qualaroo • Analytics are great at telling
you what happened—Qualaroo tells you why.
• Collect voice of customer insights from site visitors
• Understand visitor intent to unlock growth
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#datahacks
15-second commercial: Looker Looker makes large, complex data set accessible to everyone through the web…
…providing data analysts with tools to create new self-service data experiences…
…and empowering every employee to make better, data-driven decisions
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#datahacks
How to Use Data to Grow Image: http://wall.alphacoders.com/by_collection.php?id=86
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Discovery Process Ask$
Ques(ons$
Generate$Hypotheses$
Test$and$Iterate$
Analyze$$$Data$
Understand$Results$
Product$Decisions$
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#datahacks
Collaboration is Key Team$Member$
Team$Member$
Team$Member$
Team$Member$
Data$Analyst$
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#datahacks
Data Analysis Through the Funnel
Data Analysis Through the Funnel
Image: http://hadapt.com/use-cases/threat-detection-and-analysis/
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#datahacks http://slidemodel.com/templates/tag/aarrr/
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#datahacks
Mobile SEM Data Hacking
• Target mobile search ads for car rentals to airport locations
• Use voice of customer research and data to understand last-minute search needs
• Create high-value, high ROI campaigns to win business from long lines at rental counters
AARRR
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#datahacks
Finding Better Customers
Source
User Attributes
Purchase Details
AARRR
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#datahacks
Twitter’s Follow 30 People
• Twitter wanted to know what made someone become a core user
• The number of people you follow determines activation rate
• "Once a user follows 30 people, they're more or less active forever.” – Josh Elman, Greylock
AARRR
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Intelligent Recommendation AARRR
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Is Easier Than You Think AARRR
• Different Groupings – Users – Orders
• Different Actions – Purchase – View
• Different Items – Product – Brand – Department
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Airbnb’s Pro Photos
• Airbnb discovered that listings with high-quality photos received 2-3x bookings of average listings
• Airbnb invested quickly in professional photography and verified photos
• Booking activity explodes as people get a better sense of what they’re buying
AARRR
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Finding the Magic Number AAARR
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Netflix Original Programming
• Knew House of Cards would be a hit based on Kevin Spacey and David Fincher
• Data-driven original programming makes Netflix shows 2x as likely to succeed as new broadcast TV shows
• Original programming drives down churn, increases overall hours viewed
https://blog.kissmetrics.com/how-netflix-uses-analytics/
AAARR
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Uber’s Referral Machine • Uber grows largely through
word of mouth both for riders and drivers.
• How can Uber make the most of this program?
• What data points should they measure to find opportunities to drive even greater growth?
AARRR
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#datahacks
Try Looker for Free
Get a Free Trial of Looker
• Try Looker directly on your data, not demo data
• We do the set-up • We offer technical
support the entire trial period
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#datahacks
Get an Extended Qualaroo Trial
30-Day Qualaroo Trial
• 30 Day trial instead of 14
• Try all pro features including mobile surveys
• Get voice of customer insights from your web visitors
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Q & A