voice labs october 2016 amazon alexa & echo meet-up in nyc

Analytics and Growth for the Voice evolution

www.voicelabs.co

adam@voicelabs.co

How to 2x Growth by learning from your VIPs

• Definition: • Growth = Sessions per Day

• Many other ways to define growth, but using this one for today’s talk.

• How do you grow Sessions per Day? • Acquisition • Engagement

Acquisition - Currently not scalable on Amazon• Organic - Not moving the needle

• App Store does not have enough volume • Organic acquisition funnel still has too much friction • Still not enough Alexa Enabled devices, but soon there will

be • 4M vs. 1B

• Paid - Non-existent • No Scale Ad Network for Alexa Skills

• Math doesn’t work yet

• One success path: Use what you got, to get what you want • Examples:

• Sony & Jeopardy! J6 • Food Network • CapitalOne & JPMC - Your take?

Good News - Engagement is always the best answer

• Increasing retention by 20% results in ~4X Growth, that compounds!

5% Retention

Day 22

25% Retention

Day 6

Engagement is always the best answer

• Isn’t this easier said than done?

• Yes, but this is how mobile apps won too.

• http://venturebeat.com/2014/08/05/kahuna-unveils-its-answer-to-mobiles-dirty-secret/

• Even if Organic and Paid Acquisition worked, it is still all about on-boarding and return visitors.

Also…

Day 22 Day 6

5% Retention 25% Retention

How to learn from your best users to 2x Growth

• 7 Steps

1. Understand the state of the union 2. Understand your return patterns of your best users 3. Evaluate successful paths 4. Develop hypothesis around cohorts 5. Add Qualitative to Quantitative

• Identity ‘hacks’ 6. Make improvements to your skill based on learnings 7. Iterate, Investigate, Innovate, Iterate

How to learn from your best users to 2x Growth

1. Understand the state of the union

How to learn from your best users to 2x Growth

2. Understand the return behavior of your best users

How to learn from your best users to 2x Growth

3. Evaluate Successful Paths: https://insights.voicelabs.co/

How to learn from your best users to 2x Growth

4. Add Qualitative to Quantitative

h/t to Brian Balfour

How to learn from your best users to 2x Growth

5. Develop hypothesis around cohorts

Cohorts in this example:

• Culinary Explorers

• Active Cookers

How to learn from your best users to 2x Growth

5. Identity ‘hacks’

Standard Ways - Full of Friction • Account Linking - still tons of friction • Email List - hard to get and hard to link

The Art of Growth Marketing • Ask for Email • Ask for Phone Number

• Better due to more accurate Intent Value resolution.

• In-skill Advertising • Promo Code

How to learn from your best users to 2x Growth

6. Make improvements to your skill based on learnings

Will be discussed live during talk.

How to learn from your best users to 2x Growth

7. Iterate, Investigate, Innovate, Iterate

In Conclusion

• Scale Acquisition doesn’t work yet - it is the PERFECT time to get your Engagement strategy A++

• Keep rolling through the steps mentioned

• If something works, double down • If it doesn’t, scrap it

• Broken ecosystems create opportunity

If you can create repeat usage, you are WAY ahead of the game.

Thank you We are here to help!

www.voicelabs.co

Adam - adam@voicelabs.co