Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival
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Transcript of Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival
đ đAndy Young, 500 Startups / Freelance
Turing Festival 2016
Analytics tools and tips for marketers in 2016
Data-driven Growth
Andy Young - @andyy - http://bit.ly/analytics-turing
Hi, Iâm Andy!@andyy
#fb
Photo by Dan Taylor - [email protected]
Andy Young - @andyy - http://bit.ly/analytics-turing
Agenda
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing đ¤Why analytics?
Andy Young - @andyy - http://bit.ly/analytics-turing
Donât start with the data
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS⢠Drowning in data
⢠Not identifying key questions to answer
⢠Not starting withclear hypotheses
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS⢠Drowning in data
⢠Not identifying key questions to answer
⢠Not starting withclear hypotheses
Andy Young - @andyy - http://bit.ly/analytics-turing
We need to know how weâre doing
Andy Young - @andyy - http://bit.ly/analytics-turing
⢠Overall business/product ⢠Individual experiments, campaigns, channels, customer segments
We need to know how weâre doing
Andy Young - @andyy - http://bit.ly/analytics-turing
⢠Overall business/product ⢠Individual experiments, campaigns, channels, customer segments
We need to know how weâre doing
⢠What is working? ⢠What is not? ⢠Where to focus for improvement?
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics Pros..
⢠Start with a hypothesis ⢠Identify, collect + analyse necessary relevant data ⢠Conclude & action ⢠Iterate, revise
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics for Growthđ
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth?
â˘More users
â˘More revenue
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques⢠Early stage:
- innovation accounting (Lean Startup)- cohort analysis
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques⢠Early stage:
- innovation accounting (Lean Startup)- cohort analysis
⢠Growth stage: - growth accounting- customer segmentation- channel analysis - funnel economics
Andy Young - @andyy - http://bit.ly/analytics-turing
Early stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Are we getting traction?
Andy Young - @andyy - http://bit.ly/analytics-turing
âTraction is the rate
at which monetizable value
is extracted from customersâ
Andy Young - @andyy - http://bit.ly/analytics-turing
Innovation accounting?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cohort analysis?
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
đđ http://bit.ly/social-capital-growth-accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Funnel performance?
Andy Young - @andyy - http://bit.ly/analytics-turing
As marketers we need to understand
the full funnel
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage
Which channels bring the most customers?
Which channels bring the best customers?
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to pay per click?
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to pay per click?
..as much as possible?!
Outspend competitors
Activate new channels
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation & channel performance
For different groups of customers:
⢠Where do they come from?
⢠How do they behave?
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentationUsers acquired via different channels
will have different behaviours
Different cohorts will have different experiences of your product
Different users will have been exposed todifferent A/B tests
Andy Young - @andyy - http://bit.ly/analytics-turing
These are all properties of your users
UTM tags: source, medium, campaign, terms Landing page Signup time
A/B test buckets Referrer
Viral source
Customer segmentation
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying direct traffic?
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying direct traffic?
đ
Andy Young - @andyy - http://bit.ly/analytics-turing
Tag all the things!Aim: map all Direct + Referral traffic to a specific source/medium
Do this for Email, Social,Offline(!)..
Tagging guide:- bit.ly/tagging-guide- bit.ly/utm-reference
Andy Young - @andyy - http://bit.ly/analytics-turing
Landing page: often a big clue to source
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device? Offline channels?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
⢠Common pattern: Research on mobile/tablet, purchase on tablet/desktop
⢠Challenge: attribution on mobile
⢠We need: unique identifying informationE.g. email, mobile/cell #
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device attribution?
https://www.twilio.com/blog/2012/11/increase-app-downloads-with-mobile-app-distribution-powered-by-twilio.html
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the attribution blanks..
https://twitter.com/cannonjw/status/432586695490670592
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the attribution blanks..
â
https://twitter.com/cannonjw/status/432586695490670592
Andy Young - @andyy - http://bit.ly/analytics-turing Geographic A/B tests
https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
Andy Young - @andyy - http://bit.ly/analytics-turing
Brand vs. non-brand terms for organic + paid search channels
Andy Young - @andyy - http://bit.ly/analytics-turing
Channel Groupings
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
⢠First touch? Last touch? Multi-touch?
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
⢠First touch? Last touch? Multi-touch?
⢠First touch: grow our audience reach
⢠Subsequent touches: grow our conversion rate %
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns FAIL
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns fail
..but most every failed campaign will contain partial successes
⢠Plan in advance: how will we knowat which point in the user journey a campaign failed?
⢠Do things that donât scale
Andy Young - @andyy - http://bit.ly/analytics-turing
Pulling this all together
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing
What to track?⢠Discovery / Acquisition ⢠Activation ⢠Engagement ⢠Conversion / Purchase ⢠Retention ⢠Referral
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
ÂŻ\_( )_/ÂŻ
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
⢠DashboardsGeckoboard, Klipfolio
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
⢠DashboardsGeckoboard, Klipfolio
⢠Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
⢠DashboardsGeckoboard, Klipfolio
⢠Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
⢠Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
⢠DashboardsGeckoboard, Klipfolio
⢠Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
⢠Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
⢠PlatformsGoogle Firebase, AWS Mobile Analytics
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?⢠Session/Pageview Analytics
Google Analytics, Chartbeat
⢠User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
⢠Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
⢠Mobile-specific Flurry, Swrve, Leanplum
⢠A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
⢠Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
⢠DashboardsGeckoboard, Klipfolio
⢠Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
⢠Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
⢠PlatformsGoogle Firebase, AWS Mobile Analyticsđą
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?⢠What functionality do you need?
⢠Who will be using it? Devs, data scientists, product folks, marketing people?
⢠How do you want to use it? Analysis, reporting, dashboards..
⢠Which platforms? Web, mobile, server?
⢠Which other tools/data do you need to integrate with?
⢠What data volumes? Data points, events per second, data points per month.
⢠Budget?
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
Things to be wary of:
⢠Data lock-in, future portability
⢠Building your own
Andy Young - @andyy - http://bit.ly/analytics-turing
Tools are not a panacea
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Quality of your tracking implementation
- Coverage/depth
- Accuracy/lack of bugs
Andy Young - @andyy - [email protected]
Use a tag manager
Andy Young - @andyy - [email protected]
Data collection: Segment.com
Andy Young - @andyy - http://bit.ly/analytics-turing đ http://sitehound.co
Free code!
Andy Young - @andyy - http://bit.ly/analytics-turing
What makes a good dashboard?
Andy Young - @andyy - http://bit.ly/analytics-turing đ http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth model spreadsheet
⢠Review weekly - zoom out vs. zoom in ⢠Share with whole team ⢠Use to predict and prioritise ⢠What to look at daily vs. weekly vs. monthly
đ http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-turing
Metrics are people too
Every metric should be measured inunique people
or % conversion
Andy Young - @andyy - http://bit.ly/analytics-turing
Joining the dotsPlugging all these tools and platforms together
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
⢠Forcing function to ensure we: ⢠learn what works ⢠understand the data ⢠need the data
⢠Paste weekly into a Google Sheet/Excel
Andy Young - @andyy - http://bit.ly/analytics-turing
Automate over time to reduce effort
Andy Young - @andyy - http://bit.ly/analytics-turing
Plumbing for automation
⢠Zapier, Tray.io ⢠Supermetrics, Blockspring for Google Sheets/Excel ⢠Segment.com ⢠Own database/data warehousing - AWS RDS/Redshift ⢠Custom queries - Tableau, Periscope etc
Andy Young - @andyy - http://bit.ly/analytics-turing
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of (Analytics)
Grief
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
â˘Denial
Andy Young - @andyy - http://bit.ly/analytics-turing
FB ad clicks vs.
GA visits
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
â˘Denial
â˘Anger
Andy Young - @andyy - http://bit.ly/analytics-turing
Mixpanel vs. own database
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
â˘Denial
â˘Anger
â˘Bargaining
Andy Young - @andyy - [email protected]
Measure Twice: Compare data across different tools
https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
â˘Denial
â˘Anger
â˘Bargaining
â˘Depression
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did it all go wrong?
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did it all go wrong?⢠The data is bad
⢠Our definitions are wrong
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up⢠Absolute truths
⢠Signups, Transactional data, UGC, data from our own DB
⢠Lossy/noisy measurements
⢠Client-side tracking: GA, Mixpanel/Amplitude etc
⢠Nuanced definitions
⢠Uniques vs. totals, funnel conversion rates
Andy Young - @andyy - http://bit.ly/analytics-turing
Even if the numbers do add up, they are still often misleading
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
Google Analytics vs. Mixpanel
⢠Definition of unique user - cookie rules
⢠Ad/tag blockers
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
⢠Page did not finish loading- e.g. tag manager, or user gave up & hit back button
⢠Cross-browser JS bugs
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
â˘Denial
â˘Anger
â˘Bargaining
â˘Depression
â˘Acceptance
Andy Young - @andyy - http://bit.ly/analytics-turing
3-5% discrepancies between platforms?
Roll with it.
Andy Young - @andyy - http://bit.ly/analytics-turing
Large (>5%) difference?
Debug/analyse to figure out why
Andy Young - @andyy - http://bit.ly/analytics-turing
Secrets to successful analytics
⢠Start with your questions / hypotheses
⢠Be precise about what to measure, and why
⢠Plan in advance, simplify
⢠Automate required work for weekly/monthly calculations
⢠Document all analysis with simple bullet-points
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers tell us What
They donât tell us Why
Thanks, & good luck!@andyy // [email protected]
Slides: bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
References & further reading
⢠My more in-depth analytics presentations: Slideshare, YouTube
⢠KPI google sheet
⢠SiteHound website tracking javascript library
⢠UTM Tagging Guide
⢠Lean Analytics
⢠Social Capital blog posts: - Accounting for User Growth