How to Uncover Big Growth Opportunities with Data
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The document discusses growth hacking through data, emphasizing the use of analytics to drive growth by understanding customer intent and optimizing marketing strategies. It features insights from experts and examples like Airbnb's use of high-quality photos and Netflix's data-driven programming. Tools like Looker and Qualaroo are highlighted for their capabilities in facilitating data analysis and customer insights.
How to Uncover Big Growth Opportunities with Data
- 1. Growth Hacking with Data How to Find Big Growth with Deep Data Dives #datahacks
- 2. Today’s Experts #datahacks Colin Zima Chief Analytics Officer Looker @LookerData Sean Ellis CEO & Founder Qualaroo & GrowthHackers.com @SeanEllis
- 4. Poll Question What is your primary job function/role? a) User acquisition b) Product manager c) Brand marketing d) Other #datahacks
- 5. 15-second commercial: Qualaroo #datahacks • 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
- 6. 15-second commercial: Looker #datahacks 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
- 7. How to Use Data to Grow Image: http://wall.alphacoders.com/by_collection.php?id=86 #datahacks
- 8. Discovery Process Ask Questions #datahacks Generate Hypotheses Test and Iterate Understand Results Analyze Data Product Decisions
- 9. Collaboration is Key Team Member #datahacks Team Member Team Member Team Member Data Analyst
- 10. Data Analysis Through the Funnel Image: http://hadapt.com/use-cases/threat-detection-and-analysis/ #datahacks
- 12. Mobile SEM Data Hacking • Target mobile search ads for car #datahacks 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 AARR R
- 13. Finding Better Customers #datahacks Source User Attributes Purchase Details AARR R
- 14. Twitter’s Follow 30 People #datahacks • 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 AARR R
- 15. Intelligent Recommendation #datahacks AARR R
- 16. Is Easier Than You Think #datahacks AARR R • Different Groupings – Users – Orders • Different Actions – Purchase – View • Different Items – Product – Brand – Department
- 17. Airbnb’s Pro Photos #datahacks • 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 AARR R
- 18. Finding the Magic Number #datahacks AAARR
- 19. Netflix Original Programming #datahacks • 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 AAARR https://blog.kissmetrics.com/how-netflix-uses-analytics/
- 20. Uber’s Referral Machine #datahacks • 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? AARR R
- 21. Try Looker for Free Get a Free Trial of Looker #datahacks • Try Looker directly on your data, not demo data • We do the set-up • We offer technical support the entire trial period
- 22. Get an Extended Qualaroo Trial 30-Day Qualaroo Trial #datahacks • 30 Day trial instead of 14 • Try all pro features including mobile surveys • Get voice of customer insights from your web visitors
- 23. Q & A #datahacks
Editor's Notes
- #14: Starting with the basics often yields the largest gains. The easiest way to make better marketing decisions is to understand which customers are generating the most value. By tagging every visitor with attribute data – location, source, timing, device/browser info, and significantly richer post-purchase data (billing zip, items purchased)
- #19: Starting with the basics often yields the largest gains. The easiest way to make better marketing decisions is to understand which customers are generating the most value. By tagging every visitor with attribute data – location, source, timing, device/browser info, and significantly richer post-purchase data (billing zip, items purchased)
- #21: Don’t love this slide, would almost rather ignore the last R, but would be great to hit on each level of the funnel once.
- #22: www.looker.com/free-trial