Release Cohorts - Mobile Marketing Meetup Feb 2013
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Transcript of Release Cohorts - Mobile Marketing Meetup Feb 2013
“If we have data, let’s look at data.
If all we have are opinions, let’s go with mine.”
– Jim Barksdale, former Netscape CEO
“I’d encourage everyone doing a web startup to adopt
the startup metrics methodology and within that methodology,
make sure you are looking at cohorts of users,
not just all of your users in the aggregate.”
– Fred Wilson
Release Cohort
Users experience based on the
feature set — driven by releases
Developers release features to …
(1) Activate new users
(2) Continue to engage users
(3) Re-activate old users
Compare how releases impact users
over time to make sure you’re building
something people want
Feature Validation
New Feature: Experiments
In order to know I’m building something people want
As a developer
I want to validate my features
Key Activities (to track)
Install JS Identify Users Track Events (key activity) Paid
Drive Product Changes
Learning: Creating an experiment increased key activity
Action: Move create experiment to welcome flow
Javascript API
Auto-detect new features<div data-sb-tag=”New Welcome Flow”>
<!-- CODE -->
</div>
Record event_sbq.push(['event', {
name: 'set status',
user_id: '1',
}]);
Identify Users_sbq.push(['identify', {
user_id: '1234',
email: '[email protected]',
sign_up_date: 1330779887,
name: 'Test User'
}]);
Ruby Gem
Record eventStoryberg.event(
'activity',
current_user.id
)
Identify UsersStoryberg.identify(
current_user.id,
{
email: current_user.email,
name: current_user.full_name,
sign_up_date: current_user.created_at.to_i,
sb_tag: ‘New feature’
}
)
Storyberg next steps …
(1) Provide automatic insights
(2) Improve Cohort Analysis so you know what your best users do
(3) Improve A/B testing workflow (everyone should be doing it)