2. TeamSnap Context
• Makes it easy to manage your
sports team or organization
• Started as web only & migrated to
mobile first
• Initially B2C, now B2C and B2B
• 15MM users
• Often in list of top 15 five star apps
8. Often this means focusing
on the first couple minutes
a user tries your app
And Then Focus Your Efforts Around That
• Usability testing
• AB tests
• KPIs
10. Link the Front to the Back Is Key
How Do the Things We See in GA Relate to Long Term Behavior?
• How many customers
convert much later,
perhaps on a different
device?
• How does LTV vary
by media channel,
engagement, etc.?
• How does churn vary
by media channel,
engagement, etc?
12. Know Your Virality, Inside
and Out
Have an automated report that
spits out virality metrics on a
regular cadence
• Viral coefficient (K)
• Viral cycle time
• Understand who the most viral
customers are and how the viral
process works in detail!
13. Technology
Simple AB tests mostly
focused on simple click /
engagement events
More complex goals
using custom JS
Deep integration with our
backend - ability to match
up visitors with long term
spending & churn data
People
One of many things I was
doing
External consultant,
borrowed designer
resources
Full time AB tester &
dedicated marketing front
end developer
AB Testing Is Like Magic Pixie Dust
Push Yourself to Always Be Improving
14. Understanding Churn Inside and Out Is Crucial
for Recurring Businessines
• People focus a lot on ASP...
• ...but churn is more important
• Which customer segments churn the most?
• What behavior is tied to churn?
• What customer sources have the most churn?
• Are there pricing plans that have more churn?
15. Know Your Team’s Limits (in Analytics)
• More training
• Dashboards
• Analyst assigned to growth team
• More training
16. We Learned We Had to Actually Invest in Analytics
• High quality tools
• Real or near-real time data
18. Launching Experiments Is Not Free
Build a Prioritization Framework
• Everything takes more time than
you think
• Agree on how to prioritize projects
(what metrics are key)
• Do quick what-if scenarios
1
2
3
4
5
19. Focus on the KPIs
• As they say, the K in KPI doesn’t mean thousand
• Break corporate goals down into KPIs
• Tie KPIs to comp plans
• Which KPIs can the growth team most control?
• Which KPIs provide more immediate feedback?
• Ensure everyone has easy access to KPIs
21. Invest in a Few Sharp Analytical Generalists and
Surround them with Part-Time Specialists
• Small core team
• Experts for specialized skills
• Liberal training budget