how to leverage usage data to drive product messaging and adoption - rachel sprung (productcamp...

HOW TO LEVERAGE USAGE DATA TO DRIVE PRODUCT MESSAGING AND ADOPTION.

Rachel Sprung | Product Marketing Manager

I learned how to use Excel from my dad’s football pool when I was 10.

@RSprung

RACHEL SPRUNG

1  Introduction

2  Understanding Your Usage Data

3  Pulling Usage Data Using SQL

4  Running Campaigns

5  Conclusion

AGENDA

WHERE DO YOU START?

RESEARCH INTO YOUR USAGE DATA. 1

How many customers are using different parts of my product?

Are there certain points in the product where a customer stops using the product?

How much money are they paying me for the product?

Did a customer test my product in the trial process?

How long has the customer used my product or service?

CREATE A HYPOTHESIS. 2

How do you plan for an upcoming product launch?

FIND THE CUSTOMERS WHO ARE THE PERFECT PRODUCT FIT.

GATEWAY PRODUCTS.

Coffee Sample

Venti Soy Lattee

GATEWAY PRODUCTS.

Free Mobile App

Paid Mobile App

GATEWAY PRODUCTS.

COMPLIMENTARY APPS.

CONTENT INDICATORS.

3 PULL YOUR USAGE DATA.

WHAT IS SQL?

SQL = Structured Query Language •  SQL is the vehicle that pulls data out of the

server in a way that we can analyze it. •  SQL has no visualization capacity, but it can

output data

COMMON TERMS.

QUERY TABLE DATABASE

Who are the people who have red hair in Massachusetts and were born in 2003 organized in alphabetical order?

Who are the people who have red hair in Massachusetts and were born in 2003 organized in alphabetical order?

•  SHOW DATABASES;

•  SHOW TABLES in NewEngland;

•  Describe people_massachusetts;

UNDERSTAND THE HIERARCHY OF YOUR DATABASE.

SELECT statements choose the fields that you want displayed in your chart

SELECT.

EXAMPLE QUERY: SELECT

first_name, last_name

* tells the query that you want to include all of the columns of data in your results.

*.

EXAMPLE QUERY: SELECT

*

FROM pinpoints the table that you want to pull the data from. Tables:

people_connecticut people_maine people_massachusetts people_newhampshire people_rhodeisland people_vermont

FROM.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE begins your filter. Start with any of the fields, and write what you want to see.

WHERE.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE hair_color = “red”

AND adds additional criteria.

AND.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE hair_color = “red”

AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’

ORDER BY sorts the fields.

ORDER BY.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE hair_color = “red”

AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’

ORDER BY last_name

;

GROUP BY aggregates data that has similarities.

GROUP BY.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE hair_color = “red”

AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’

GROUP BY last_name

;

TABLE:

ORDER BY VS. GROUP BY.

ORDER BY: GROUP BY:

ID Name

1 Peter

2 John

3 Greg

4 Peter

ID Name

3 Greg

2 John

1 Peter

4 Peter

# Name

1 Greg

1 John

2 Peter

LIMIT is a good way to test queries by limiting the results you will get from the query.

LIMIT.

EXAMPLE QUERY: SELECT

first_name, last_name

FROM people_massachusetts

WHERE hair_color = “red”

AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’

GROUP BY last_name

LIMIT 100

;

YOU DID IT! http://bit.ly/SQLbootcamp http://bit.ly/introtosql

4 RUN CAMPAIGNS BASED ON USAGE DATA.

SEND A PERSONALIZED EMAIL.

FIND THE CUSTOMER’S POINT-OF-CONTACT.

SHOW THE PRODUCT’S VALUE.

NOTIFY CUSTOMERS AT THE RIGHT TIME.

5 MAKE ADJUSTMENTS.

WERE SOME CUSTOMERS USING THE PRODUCT INITIALLY BUT THEN STOPPED?

WHAT GROUP OF PEOPLE ARE USING THE PRODUCT THE MOST?

IN THE MONTHS FOLLOWING THE LAUNCH DID USAGE INCREASE OR DECREASE?

ARE THERE SEASONAL FACTORS IN YOUR PRODUCT USAGE?

6 COMBINE DATA.

CUSTOMER CLICKED ON A LINK IN YOUR EMAIL.

CUSTOMER USES SOCIAL MEDIA APP AND DOWNLOADS SOCIAL MEDIA CONTENT.

CUSTOMERS FROM ONE INDUSTRY USES THE PRODUCT MORE THAN OTHERS.

7 RINSE AND REPEAT.

ANALYTICS RESOURCES TO CHECK OUT.

http://bit.ly/HSanalyticsresources.

QUESTIONS?

THANK YOU.