#datahacks

Growth Hacking with DataHow to Find Big Growth with Deep Data Dives

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Today’s Experts

Colin ZimaChief Analytics Officer

Looker@LookerData

Sean EllisCEO & Founder

Qualaroo & GrowthHackers.com@SeanEllis

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#DATAHACKS

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Poll QuestionWhat is your primary job function/role?

a) User acquisitionb) Product managerc) Brand marketingd) 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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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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How to Use Data to Grow

Image: http://wall.alphacoders.com/by_collection.php?id=86

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Discovery ProcessAsk

Questions

Generate Hypotheses

Test and Iterate

Analyze Data

Understand Results

Product Decisions

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Collaboration is KeyTeam Member

Team Member

Team Member

Team Member

Data Analyst

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Data AnalysisThrough the Funnel

Data AnalysisThrough the Funnel

Image: http://hadapt.com/use-cases/threat-detection-and-analysis/

#datahacks http://slidemodel.com/templates/tag/aarrr/

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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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Finding Better Customers

Source

User Attributes

Purchase Details

AARRR

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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 RecommendationAARRR

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Is Easier Than You ThinkAARRR

• 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 NumberAAARR

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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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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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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