1. Maximize Product Success
with Growth Hacking Analytics
Muralidhar Somisetty
Co-Founder/CTO, Woises
muralidhars@woises.com

2. Ref: BuildFire Marketing Analytics

3. Why Analytics in Marketing?
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"more than 80% of respondents were dissatisfied with their ability to measure return on marketing investment (ROMI).“
Source: HBR Marketing Executive Survey

5. What is Growth Hacking?
✓Choose the right strategy.
✓Identify the right channels.
✓Monitor the right metrics.
Growth hacking is a process of rapid experimentation across a range of marketing channels to identify the most
effective ways to grow a business. –wiki

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A startup works with constraints of budget and time, and despite that needs to achieve exponential growth.

7. http://acceleratestlouis.org/wp-content/uploads/2015/03/Funnel-e1427725316418.jpg
AARRR Metrics popularly known as “Pirate” metrics in start-up world of B2C /E-Commerce / SaaS marketing.

8. Growth Hacking: Dropbox Case-Study
• Easy sign-up process/landing page
• Simple Sharing Interface & Multi-platform support
• Friends Referral program : cheaper than direct cost of acquisition
• Social Media Tactics
• Dropquest – Gamification
Did you know Dropbox has spent very little on advertising, yet it is worth $4 billion?

9. Growth Hacking: AirBnB Case-Study
• Posting in Craiglist brought awareness
• High-Quality Photographs – 2x to 3x
better response.
Understanding where your target audience hangs
out and building the right form of awareness at
that platform works really well.

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Few More Growth Hacking Examples

11. Picking the right metrics is next step
9/11/17 Woises : Product Management Simplified 11

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Metrics that measure impact and results, not activities
COST METRICS
LEAD INDICATORS REVENUE INDICATORS PROFITABILITY INDICATORSMARKETING PERFORMANCE

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Lean Analytics – Key Metrics that matter the most
Ref: Lean Analytics by Alistair & Ben

15. Growth
Hacking
Analytics
Quantitative Analytics
• Report the users, track usage & conversion %'s for
all or empirical sample # of users.
• Eg., Traffic Analysis / User Engagement.
Qualitative Analytics
• Watch what users do, figure out problems &
solutions from small # of users.
• Eg. Usabilty Testing , Session Monitoring
Comparative Analytics
• Compare what users do in one scenario vs another,
see which copy/graphics/UI are most effective.
• Eg., A/B, Multivariate Testing, Cohort Analysis.
Competitive Analytics
• Track competitor activity & compare against yours;
if possible compare channels, keyword traffic,
demographic targeting, net promoter score, etc.

16. Quantitative
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• Business Analytics (ROI, CAC, CPC)
• User Analytics (Visitors, Clicks, CTR, Active Users)

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QUALITATIVE
User Interaction / Sessions
Campaign Performance Analytics ( Leads by channel, demographics)
Conversion Funnel

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COMPARITIVE ANALYTICS
A/B test is a cross-sectional study, a cohort experiment is a longitudinal study

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Goal: Boost Conversion.
Application:
• E/M-Commerce
• SaaS Products
• Ideal for B2C business
A/B Testing (or)
Split Testing
WHEN TO USE:
If a conversion problem is
undeterminable by separating
out different segments or
cohorts of customers

20. Cohort Analysis
Cohort group based on the sign-up time or stage of
the conversion funnel
• Understand why certain users drop out
• Understand why certain users are active
• Understand the behavioural pattern
Goal:
Measure effective of specific
marketing campaign
User Engagement
User Retention
WHEN TO USE:
When user base is too large to
understand the behavior based
on the average data across all
users.

21. Growth Hacking Analytics Tools
TRACK VISITORS TRACK CONVERSIONTRACK USERS TRACK REFERRALSTRACK ACTIVE USERS

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DATA DRIVEN GROWTH