SF 10/12/17 - Growth at Cisco
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The document discusses tools and strategies for optimizing growth, including marketing analytics auditing tools like ObservePoint and Amplitude for product analytics. It emphasizes the importance of user testing tools like Usertest.io to identify issues through $15 user tests. Finally, it mentions the experimentation framework Optimizely for A/B testing at the code level across web, mobile, and personalization.
SF 10/12/17 - Growth at Cisco
- 1. Growth - Tech Stack
- 2. About Me Over 120 companies worldwide Then Now
- 3. USA
- 4. USA EMEA
- 5. USA EMEAAPAC
- 7. Came home. Got a cat. Named him Meatball.
- 8. Optimization > Growth Test stuff > Knowing your end users Transitional Period
- 9. Growth ● Philosophy ● Strategy ● Teams ● Technology ● Tactics
- 10. Growth ● Philosophy ● Strategy ● Teams ● Technology ● Tactics
- 11. Growth ● Philosophy ● Strategy ● Teams ● Technology ● Tactics
- 13. Marketing Analytics (auditing) Customer Journey Growth Tools
- 14. Product Analytics / BehaviorsMarketing Analytics (auditing) Customer Journey Growth Tools
- 15. Product Analytics / BehaviorsMarketing Analytics (auditing) Experimentation framework Customer Journey Growth Tools
- 16. Product Analytics / BehaviorsMarketing Analytics (auditing) Experimentation framework User Testing Customer Journey Growth Tools
- 18. Marketing Analytics ● “It was an awful integration” ● “The reports can’t be right” ● “The pixel isn’t firing” ● “I don’t trust (insert any marketing analytics company here)”
- 19. ObservePoint
- 20. Auditing Marketing Analytics ● “It was an awful integration” ○ Specifically addressing the integrity of the integration ○ What tags are missing ○ What pages need to be fixed
- 22. Auditing Marketing Analytics ● “The reports can’t be right” ● “The Pixel isn’t firing” ○ Complete inventory of tags firing (working as expected) ○ List of requests sent for each page ○ Duplicate tags, requests
- 26. Auditing Marketing Analytics ● “I don’t trust (insert any marketing analytics company here)” ○ Output of a initial score/ grade ○ Comprehensive list of elements to fix ○ Update score, gain trust
- 27. Amplitude
- 28. Product Analytics / BehaviorsMarketing Analytics (auditing) Customer Journey
- 32. ● Retention ● A ha moment ● Product market fit ● North star metics ● What to a/b test
- 35. But wait...
- 40. Usertest.io
- 41. Product Analytics / BehaviorsMarketing Analytics (auditing) User Testing Customer Journey
- 43. User Testing ● It’s not expensive anymore / $15 ● Reporting drop off. Why? ● Initiated user testing. ● Our buttons didn’t work. ○ Wait what? ○ Ad blockers
- 44. User Testing ● It’s not expensive anymore / $15 ● Reporting drop off. Why? ● Initiated user testing. ● Our buttons didn’t work. ○ Wait what? ○ Ad blockers Dude, you had 1 job :|
- 45. User Testing ● Turn it into a working cadence ○ Weekly, monthly ○ Stay consistent ○ Especially before and after redesigns/feature releases ● It take a lot of time, so what ○ Create summary video ○ Invaluable feedback
- 46. Get Organized ● Start to document findings ● Access to content isn’t hard ● Easy for engineers to consume ○ Screenshots ○ Behaviors ○ Time stamp ○ How to reproduce ○ Expected behaviors
- 47. Optimizely
- 50. ProductMarketing Experimentation framework Customer Journey Code Level (Full Stack) Optimizely
- 51. ProductMarketing Experimentation framework Customer Journey Code Level (Full Stack) Personalization Recommendations Mobile Native Optimizely
- 53. I can change
- 54. I can change I’m listening
- 55. I did this I did this
- 56. Product Analytics / BehaviorsMarketing Analytics (auditing) Experimentation framework User Testing Customer Journey Growth Tools