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