#datahacks

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

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Today’s Experts

Colin Zima Chief Analytics Officer

Looker @LookerData

Sean Ellis CEO & Founder

Qualaroo & GrowthHackers.com @SeanEllis

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#DATAHACKS

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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

#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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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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Collaboration is Key Team$Member$

Team$Member$

Team$Member$

Team$Member$

Data$Analyst$

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Data Analysis Through the Funnel

Data Analysis Through 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 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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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