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.
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
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
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
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
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)
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)
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.