measurement for growth -...
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Measurement for Growth
Louis Gray@louisgray
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01. Date 201801. Date 2018
Who is Louis Gray?
• Analytics Advocate, Google Analytics○ Googler since 2011
• Silicon Valley marketer since 1998○ PR, comms, demand gen, etc.
• Tech blogger at louisgray.com
UC Berkeley Alum: 1999(Mass Communications & Political Science)
Twitter: @louisgray
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Agenda
• What is Growth
• Growth Strategies
• Measurement for Growth
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What is Growth?
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What is Growth?
Growth hacking is a process of rapid experimentation across marketing channels and product development to
identify the most efficient ways to grow a business.
Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the
user base of a business.
- Wikipedia
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AcquisitionGetting people to visit your site
ActivationUsers get a great first time experience
RevenueHow do we sell the product
ReferralUsers invite others
RetentionMaking sure users come back
Digital Marketer
Growth Hacker
Growth Hacker vs Digital Marketer
Growth Marketer / Growth
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Google Confidential & Proprietary Analytics 360 Suite and DoubleClick
Product Market Fit
PMF = Being in a good market with a product that satisfies the market.
As a consumer, how would you feel if the product didn’t exist anymore?
Ex. Uber in China failed to competitor Didi
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Analytics
Experimentation(Testing)
ProductDesignEngineering
Product MarketingContent Marketing
SEOGrowth
Team Organization
Growth combines elements of many different roles, organizing these roles into a Growth team
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Google Confidential & Proprietary Analytics 360 Suite and DoubleClick
Typical Growth Framework
Structure depends on the size of the company
Typically, startups will have 1 growth lead or small team, and as a company scales, each business area may have a growth team focused on a particular area
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The AAA Growth Marketing Framework
Monthly Actives
Perceived Value
Realized Value
Ongoing Value
Impressions New Accounts
Conversion Rate CPA
Success Rate Avg Time to
Value
Adoption RateRetention Rate
DESIRED OUTCOME
STRATEGIC GOAL
KEYMEASURES
STRATEGIC DRIVERS
PRIMARY TACTICS
Paid media, SEO, Email, Blogs, Social, Content, Partners
Email, In-product, Help Center
Email, In-product, Help Center, Newsletters, Blog, Social, Webinars
Acquisition
Activation
Adoption
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Centralized Product Growth Team
Growth Engineers
Growth Marketing
Growth PM
Data Scientist
Content & Education
SEO
Media & Ads
Programs
Con
tent
Strategy,Data, &
Metrics
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Measurement for Growth
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© Google Inc. 2018. All rights reserved.
North Star Metric
The North Star Metric is the single metric that best captures the core value that your product delivers to customers. Optimizing your efforts to grow this metric is key to driving
sustainable growth across your full customer base.
- Sean Ellis
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North Star Metric - Examples
Daily Active Users (DAUs)
Nights booked
Weekly rides
The North Star metric should comprise value from both the user and the company
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North Star Metric - Examples
Monthly Active Users (MAUs)
Monthly Active Experiments (MAEs)
Monthly Active Users (MAUs)
The North Star metric should comprise value from both the user and the company
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North Star Metric
Analytics
Experimentation(Testing)
ProductDesign
Engineering
MarketingContent
SEO North Star
Metric
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Google Confidential & Proprietary Analytics 360 Suite and DoubleClick
Key metrics by life-stage
Activate Adopt
Activated Users
Success RateAvg Time
CPAU
Inactive UsersRetention Rate
Acquire
Impressions
ConversionsConversion Rate
New UsersSign-up RateCPA, CPNU
Adoption Rate
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Acquisition
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Google Confidential & Proprietary Analytics 360 Suite and DoubleClick
Key metrics by life-stage
Acquire
Impressions
ConversionsConversion Rate
New UsersSign-up RateCPA, CPNU
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Impression → Click
Acquisition strategies:● Facebook, Twitter, Instagram● Blog content● Display advertising● Organic & SEO traffic● Referral & Affiliate traffic
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Multi-product acquisition campaignOptimized paid media programs - Google Display Network
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Capturing an Acquisition
● Campaign tagging● Page tracking● Event tracking● Form tracking● Cross-domain tracking & referral
exclusions● Have the right data structures in
place
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Use the dataLayer to Collect Custom Information
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Use the dataLayer to Collect Custom Information
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Use Event Tracking for Form Field Interaction
● onChange events to measure each form field interaction
● Single page forms, multi-page signup or checkout flows, etc
● Can help pinpoint exact fields where conversion may drop or errors may occur
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Event Category
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Event Action
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Event Label
Optional Form Field
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Activation
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Key metrics by life-stage
Activate
Activated Users
Success RateAvg Time
CPAU
Inactive UsersRetention Rate
Acquire
Impressions
ConversionsConversion Rate
New UsersSign-up RateCPA, CPNU
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Network Effects
LinkedIn, Facebook, Twitter, Slack
● Only effective when you can achieve network growth
● Facebook: when you add 7 friends in 10 days, feed is more useful and product is more sticky
Experiment with messaging, signup flows, in-product messaging, etc to encourage users to increase their network
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Time to First Interaction
Examples:● Uber: Time to first ride● Deliveroo: Time to first order● Ecommerce: Time to first
purchase
AdWords: Signing up is important first step, but activation is creating and running the first campaign
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Time to First Interaction
Google Analytics: Acquisition happens when a user signs up for an account. Activation happens when the user actually installs the tracking code and starts using the product.
How can we make this time period shorter?
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Experiment with Activation cues in product - Guided Flows
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Activation programs – Optimizing for “base value” realized
Develop strategyand creative
Engineering implements
triggers
Launch and iterate
Pull data
EDU content
GoalDrive as many new users as possible to realize base value from the product while making it as easy as possible.
Key Metrics● Activations completed● Success Rate (%)● Avg Time to Value (wks)
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Adoption
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Key metrics by life-stage
Activate Adopt
Activated Users
Success RateAvg Time
CPAU
Inactive UsersRetention Rate
Acquire
Impressions
ConversionsConversion Rate
New UsersSign-up RateCPA, CPNU
Adoption Rate
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Welcome to Analytics
Day 0
Trigger: Sign Up
Monthly Performance
Report
Day 30
Goal:Encourage repeat usage, reduce customer churn, provide product value to users
Key metrics: ● Open rates● Click through rates● Return / re-engagement rates● Monthly retention rate
Email Nurture Campaigns
Trigger: Automatic
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Full Funnel Analysis
Understanding and acting on the full funnel of the user experience from first interaction to closed lead (and re-engagement) is a critical part of Growth Marketing
New Salesforce integration:● Send lead status changes as events
to GA360● Re-engage and re-target along the
funnel / drop off points● Use your offline data to influence
online nurture campaigns
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Retention & Lifetime Value
Measure User lifecycle: ● LTV by user-ID● Time to repeat purchase● Frequency / recency of purchase● Experiment with offers, nurture
campaigns, or push notifications to decrease time to repeat purchase, drive increased retention and LTV
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Targeting for Re-engagement
In-App or Push notification targeting:
Target audiences that contain at least one of “Purchasers”, “LTV >0”, or “High scoring users” with an offer for a free character in your game as a way to incentivize your high value users to come back.
Measure: ● Message views/interactions● Repeat visits● Offer acceptance or purchases
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So, then, aren’t we ALL Growth Marketers?
Maybe not.
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The biggest difference between a Growth minded organization and a more traditional product & marketing driven organization is the willingness to take risks.
North Star metricsFull funnel analysisTeam organizationExperimentation mindsetVelocity > AccuracyRisk = Reward
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© Google Inc. 2018. All rights reserved.
Summary & Checklist● Growth Marketing may or may not equal Digital Marketing, depends
on the organization❏ Is your organization Growth-minded?
● Growth teams are fast acting due to team structure, culture of rapid experimentation and risk taking❏ Do you have the right team structures in place?
● The AAA Growth Framework: Acquisition, Activation, Adoption❏ How can you use this in your organizations?
● Reminder: Please don’t call it Growth Hacking
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THANK YOU!Louis Gray@louisgray