rapid growth driven by analytics
TRANSCRIPT
Rapid Growth Driven by Analytics
SUJAN PATEL | DENNIS STILL
Sujan PatelVP of Marketing @ When I Work
Author of Growth Hacking book: 100DaysofGrowth.com
Avid Blogger at SujanPatel.com
Twitter: @sujanpatel
Dennis StillHead of Analytics @ When I Work
Experience “doing” data and analytics across enterprise,
startups, and non-profits
MinneAnalytics “long-time fanatic”
Twitter: @denstill
Agenda• Define Your Funnel
• Growth Framework
• Analytics Framework
• Rinse and Repeat
• Growth + Analytics = Marriage Made to Last
What is Growth?
Growth
Analytics Marketing Product Raw Data
The Funnel
Define Your Funnel, Our Funnel is…
Paying Customers
Visitors
Trials
$
Define Your Funnel, Our Funnel is…
Visitors
Trials
Active Trials
Engaged Trials
Paying Customers
Happy Customer Telling Their Friends
Churn
Now We Can Start Looking for Areas of Improvement
Find new channels (Adwords, SEO, radio, etc)
AREAS OF IMPROVEMENT
Improve visitor to trial conversion rate
AREAS OF IMPROVEMENT
Increase the number of trials that are actively using
the product
AREAS OF IMPROVEMENT
Increase the number of active trials to come back
and become engaged
AREAS OF IMPROVEMENT
Improve engaged Trial to paying customer
conversion rate (Think of this as an e-commerce check out flow)
AREAS OF IMPROVEMENT
Find ways to turn customers into happy customers
(Network effect)
AREAS OF IMPROVEMENT
Find ways to reduce churn
AREAS OF IMPROVEMENT
Growth Framework
Growth Identify weaknesses and
friction points
Hypothesizecauses
Brainstorm ideas and solutions
Deploy and measure Scale or kill
Define the test, metrics and timeframes
Growth Framework1 2 3
4 5 6
Biggest Weaknesses
Least amount of effort to fix
Priorities
How to Prioritize
+
=
Growth at When I Work
Analytics Framework
When this guy shows up and starts talking about rapid Growth
and Growth Hacking…
smileScientific Method Is Literally Everything
Examine & Define Business
Questions
Determine Best Hypothesis
to Test Said Question
Test Best Data You Have
or You Want
Interpret & Report Findings
Rinse & Repeat ProcessAnalyze Data
Analytics Framework1 2 3
4 5 6
Examine & Define Business Question
THE BIG WHY?
ANALYTICS FRAMEWORK
Determine Best Hypothesis to Test Said Question
ANALYTICS FRAMEWORK
Basically making a guess as to something happening
For example, you may guess that your customer does X when viewing page 1 of your website. You can test this “theory”
Test Best Data You Have or You Want
ANALYTICS FRAMEWORK
Analyze Data Diving In, Exploring, and Examining Trends
ANALYTICS FRAMEWORK
Interpret & Report Findings Tell It EXACTLY Like It Is
ANALYTICS FRAMEWORK
Rinse & Repeat Process Again, Again, Again
ANALYTICS FRAMEWORK
Analytics at When I Work
Analytics: Excel Upload
10.5% AVG
Conversion rate
15% Sales
Conversion rate
38% Excel Upload
Conversion rate
Analytics: 14-Day TrialGrowth Hack – Change existing 30 Day Trial to 14 Day Trial
Analytics Hypothesis – Shorter timeframe will lead to faster conversions
First few weeks – climbing conversion rate, looking strong
After initial few weeks – plummeting conversion rate
Throw to declare “not working”
Analytics: Segment.io
Access to real-time event
data across web and app
platforms
Drive deeper understanding of what customers are doing, when,
why, and how
The V’s of Big Data like never before at
When I Work
Combining with Production DB to create powerful
full-circle view of the When I Work
landscape
Constant Evolution
Till Death Do Us Part…It isn’t Marketing alone
It isn’t Analytics alone
It isn’t jamming Analytics into Marketing and calling it Marketing Analytics alone
Marriage between hyper Growth activities and Analytics to prove or disprove those things – that is the “secret sauce” of how to drive 200-300% growth YoY
Questions
Sujan Patel @sujanpatel
Dennis Still @denstill