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John EganGrowth Engineer @ Pinterest
Data Driven Growth
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Where Do You Focus?New user email campaign
Improved invitation flow
Add more invitation prompts
Share content to social media
Work with partners to get distributionSEO
Advertising
SEM
Improve signup conversion
Content marketing
Improve new user experience flow
Email campaign to resurrect dormant users
Retargeting campaigns
Social media contests
Paid app installs
Weekly engagement emailCompany blog
Blogger outreach
Add invitations
Get press coverage
Add more social features
Push notifications
Build analytics dashboard
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Growth Model
New Users
Monthly Active Users
Dormant Users
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Growth Model
New Users
Monthly Active Users
Dormant Users
Acquisition
Activation
Churn
Churn
Resurrection
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Net MAU Graph
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Activation is critical to growth
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Retained MAUs!
•The Metric: The percentage of new users that are still using the app a month later!
•The Goal: >25%. Anything less makes growth difficult because of a leaky bucket
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Original New User Experience
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Improved New User Experience
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Guided User Education
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Funnels
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Prioritize projects based on ROI
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Due diligence is cheap, engineering is expensive
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Shopkick’s Contact List Picker
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Google Analytics Behavior Flow
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Behavior Flow
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Break down metrics until you can see what to do next
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Segmented Experiment Analysis
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Core: Active multiple times a week Casual: Active ~1 a week Marginal: Active <1 a week New: Joined in the past 28 days Dormant: Not active for 30 days Resurrected: Was dormant, but became active again in the past 28 days
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Segmented Experiment Analysis
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Marginal Users (~once a month)
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Core Users (multiple times a week)
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Old Signup Wall
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Inspired Wall
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