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Twitter, Airbnb, HotelTonight and Facebook all used insights found deep within their data to unlock big growth opportunities. Join us as Colin reverse engineers five data-driven growth wins and shows you how you can apply this same level of thinking and analysis to find growth for your company. In this webinar, Colin Zima, Chief Analytics Officer for Looker and Sean Ellis, CEO of Qualaroo, will show you how to find and tap into the hidden growth levers in your own data. Walk away with actionable strategies to transform your data into a growth engine for your business.
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#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
#datahacks
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
#datahacks
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