the growth hacker's guide to analytics: how to get to data-driven growth in 8 steps
TRANSCRIPT
![Page 1: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/1.jpg)
THE GROWTH HACKER’S GUIDE TO ANALYTICSHow to get to data driven growth in 8 steps?
growthagency.co
![Page 2: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/2.jpg)
Hi, I’m Eveline
@evelinesmet
![Page 3: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/3.jpg)
Career path
The Farm BBDO Startup Free-
lance
![Page 4: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/4.jpg)
Data-driven growth marketing
Passion
![Page 5: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/5.jpg)
THE GROWTH HACKER’S GUIDE TO ANALYTICSHow to get to data driven growth in 8 steps?
![Page 6: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/6.jpg)
Clients
![Page 7: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/7.jpg)
![Page 8: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/8.jpg)
Who checks their analytics on a regular base?
Q
![Page 9: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/9.jpg)
Who knows their CAC, CLV and conversion rate by heart?
Q
![Page 10: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/10.jpg)
My goal: Making you guys more data-driven!
![Page 11: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/11.jpg)
I will be showing a lot of frameworks today
![Page 12: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/12.jpg)
But first..Why do you need analytics?
![Page 13: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/13.jpg)
Growth hackers are a bit evil..
![Page 14: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/14.jpg)
Analytics keep a growth hacker honest
![Page 15: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/15.jpg)
infinite scroll
![Page 16: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/16.jpg)
After months of development, the Etsy team launched a great new feature!
![Page 17: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/17.jpg)
infinite scroll
FAIL
![Page 18: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/18.jpg)
Time on site: Shopping cart size:
![Page 19: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/19.jpg)
Analytics shift the focus of growth hackers
![Page 20: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/20.jpg)
![Page 21: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/21.jpg)
Where to begin??
GROWTHAGENCY.CO
![Page 22: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/22.jpg)
We have a CPC of 2€, is that good?
![Page 23: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/23.jpg)
World’s first banner vs Coolblue banner
![Page 24: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/24.jpg)
World’s first banner vs Coolblue banner
0€ IN REVENUE 32.900€ IN REVENUE
![Page 25: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/25.jpg)
Forget about CTR, Sales matter!
![Page 26: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/26.jpg)
Find your focus based on your data
![Page 27: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/27.jpg)
Analytics predict the future for growth hackers
![Page 28: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/28.jpg)
Mobile vs desktop visits
![Page 29: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/29.jpg)
Analytics make success repeatable
![Page 30: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/30.jpg)
Make a business case, then repeat
![Page 31: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/31.jpg)
Convinced?
GROWTHAGENCY.CO
![Page 32: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/32.jpg)
The growth hacker’s guide to analytics
How to get to data driven growth in 8 steps?
![Page 33: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/33.jpg)
Set actionable goals
1
![Page 34: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/34.jpg)
MORE SALES
MORE IPAD SALESIN BELGIUM
MORE ENGAGEMENT
15% MORE ENGAGEMENT
DOUBLE THE SALES
INCREASE SALES BY 10%
MORE FACEBOOK FANS
5% MORE LEADS VIA SOCIAL
MORE INBOUND LEADS
INCREASE INBOUND LEADS BY 25% BY 2017
![Page 35: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/35.jpg)
Marketing = Business development
![Page 36: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/36.jpg)
Marketing goals = business goals
GROWTHAGENCY.CO
![Page 37: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/37.jpg)
BY INCREASING RETENTION
BY INCREASING DAILY ACTIVE USERS
GROW MY COMPANY
Example actionable goals
INCREASE CONTENT CREATION BY MEMBERS BY 15% BY END 2016
EDUCATE MEMBERS ABOUT CONTENT CREATION VIA
SHOW CONTENT FEATURES ON THE HOMEPAGE
INCLUDE CONTENT CREATION IN ONBOARDING EXPERIENCE
![Page 38: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/38.jpg)
Track the right metrics
2
![Page 39: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/39.jpg)
5 things to considerQualitative vs quantitative metrics Vanity vs actionable metrics Exploratory vs reporting metrics Leading vs lagging metrics Correlated vs causal metrics
![Page 40: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/40.jpg)
Discover qualitatively & prove quantitatively
![Page 41: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/41.jpg)
BewareOf vanity metrics! They will make you feel good, but they will not change the way you act.
![Page 42: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/42.jpg)
![Page 43: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/43.jpg)
Email marketing Social media Paid search Display advertising
VANITY METRICS VS ACTIONABLE METRICS
OPEN RATE
LEADS GENERATED
# FANS
REFERRAL RATE
AD POSITION
COST PER ACQUISITION
IMPRESSIONS
COST PER LEAD
![Page 44: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/44.jpg)
Trying to find interesting insights and unexpected learnings
Keeping you up to date with predictable, managerial insights
Do ads with pictures of cats work better?
How many clicks will our ad budget get us?
EXPLORATORY REPORTING
![Page 45: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/45.jpg)
Leading vs lagging metrics
makes the news Metric today that shows prediction of tomorrow We have 15% more leads this month. If we close half, we will increase sales
reports the news Historical metric that shows how you’re doing We had a 15% increase in sales last month
REPORTS THE NEWSMAKES THE NEWS
![Page 46: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/46.jpg)
Correlated vs causal metrics
![Page 47: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/47.jpg)
Correlated
Causal Causal
![Page 48: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/48.jpg)
Most growing job category!
Oh wait, it’s June..
![Page 49: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/49.jpg)
Twitter case: causation between # people followed & returning users
GROWTHAGENCY.CO
![Page 50: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/50.jpg)
Twitter focuses on making sure beginning Tweeps start following users
![Page 51: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/51.jpg)
Some good metrics for growth% net adds conversion rate % daily active users engagement rate referral rate LTV to CAC rate
![Page 52: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/52.jpg)
TRACK EVERYTHING!
![Page 53: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/53.jpg)
Understand your conversion funnel
3
![Page 54: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/54.jpg)
Growth hacking in each stage of the funnel
![Page 55: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/55.jpg)
KPI’s per stage of the funnel
![Page 56: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/56.jpg)
Conversion funnel online shopping site
![Page 57: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/57.jpg)
Conversion funnel online shopping site
![Page 58: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/58.jpg)
COST PER ACQUISITION = 25
LIFETIME REVENUE PER USER = 75
LIFETIME VALUE = 100
First, get the basics right
![Page 59: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/59.jpg)
Optimise for each stage in the funnel
Channel testing
![Page 60: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/60.jpg)
No e-commerce? No problemTRACK INCOMING ENQUIRIES
TRACK NEWSLETTER OPT-INS
TRACK NUMBER OF CALLS
TRACK NEW SUBSCRIBERS
![Page 61: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/61.jpg)
Choose your one metric that matters -OMTM-
4
![Page 62: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/62.jpg)
Data overload
![Page 63: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/63.jpg)
A wealth of information creates a poverty of attention
![Page 64: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/64.jpg)
Your OMTM is your true north
GROWTHAGENCY.CO
![Page 65: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/65.jpg)
IT CREATES FOCUS FOR THE ENTIRE COMPANY
IT INSPIRES AN INTERNAL CULTURE OF EXPERIMENTATION
IT ANSWERS THE MOST IMPORTANT QUESTIONS FOR YOUR BUSINESS
Why do you choose OMTM?
![Page 66: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/66.jpg)
Do you know your OMTM?
CUSTOMER LIFETIME VALUE
DAILY ACTIVE USERS
COST PER ENGAGEMENT
CUSTOMER ACQUISITION COST
![Page 67: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/67.jpg)
INTERVIEWS (QUANTITATIVE) & SURVEYS (QUALITATIVE)empathy
stickiness
virality
revenue
scale
e-commerce
2 sided market
SAAS Mobile app
User gen content Media
LOYALTY CONVERSION
INVENTORY LISTINGS
ENGAGEMENT CHURN
DOWNLOADS CHURN
VIRALITY
CONTENT SPAM
TRAFFIC VISITS
RETURNS
CAC SHARES
REACTIVATION
CAC SHARING
INHERENT VIRALITY
CAC
WOM APP RATINGS
CAC
INVITES SHARING
CONTENT VIRALITY
TRANSACTION CLV
CONVERSION %
TRANSACTION COMMISSION
UPSELLING CAC CLV
CLV ARPDAU
ADS DONATIONS
CPE AFFILIATE % EYEBALLS
AFFILIATES WHITE LABEL
OTHER VERTICALS
API MARKETPLACE
SPINOFFS PUBLISHERS
ANALYTICS USER DATA
SYNDICATION LICENSES
BU
SIN
ESS
STA
GES
BUSINESS MODEL TYPES
![Page 68: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/68.jpg)
examples
![Page 69: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/69.jpg)
CASE STUDYMOZ
Scale
STAGE
SAAS
MODEL
Net adds
OMTM
![Page 70: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/70.jpg)
Net adds = growth
![Page 71: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/71.jpg)
CASE STUDYHEADSPACE
Virality
STAGE
SaaS (Freemium)
MODEL
Paid Churn
OMTM
![Page 72: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/72.jpg)
Paid churn = loss
GROWTHAGENCY.CO
![Page 73: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/73.jpg)
PICK ONE METRIC YOU WANT TO GROW
WHICH ACTIONS DRIVE TODAY’S GROWTH?
WHICH STAGE IS YOUR BUSINESS IN?
Exercise // discussion
![Page 74: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/74.jpg)
Stop reporting Start experimenting!
5
![Page 75: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/75.jpg)
And analytics get a looooot less boring!
![Page 76: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/76.jpg)
![Page 77: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/77.jpg)
assumption: hosts gets more bookings if listing has better pictures
![Page 78: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/78.jpg)
MVP
ASSUMPTION
AirBnB case
TESTING
RESULTS
DECISION
NICER PHOTOGRAPHY HELPS AIRBNB’S BUSINESS = CAUSATION
20 PHOTOGRAPHERS IN THE FIELD
COMPARE LISTINGS WITH A CONTROL GROUP
2 TO 3 TIMES MORE BOOKINGS WITH PROFESSIONAL PICTURES
LAUNCH PHOTOGRAPHY AS AN OPTIONAL FEATURE FOR HOSTS
![Page 79: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/79.jpg)
AirBnB case
![Page 80: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/80.jpg)
Use your insights to test causation & find your growth hacks
6
![Page 81: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/81.jpg)
FIND CORRELATION
CORRELATION LETS YOU PREDICT THE FUTURE
CAUSATION LETS YOU CHANGE THE FUTURE
I WILL HAVE MORE THAN 3000 VISITS AND 50 PAYING CUSTOMERS NEXT MONTH
IF I CAN MAKE SURE FIRST TIME VISITORS SIGN UP FOR THE NEWSLETTER, I WILL INCREASE SALES WITH 10% IN THE NEXT 3 MONTHS
Find correlation & causation
TEST CAUSALITY OPTIMISE THE CAUSAL FACTOR
![Page 82: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/82.jpg)
A leading causal connection is the analytics superpower
![Page 83: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/83.jpg)
Work in short cycles
7
![Page 84: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/84.jpg)
![Page 85: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/85.jpg)
infinite scroll
![Page 86: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/86.jpg)
Test new features before implementing them
GROWTHAGENCY.CO
![Page 87: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/87.jpg)
The lean analytics cycle
![Page 88: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/88.jpg)
Find ways to repeatable growth = scale
8
![Page 89: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/89.jpg)
comes from understanding your best user and how to find & acquire more of them
Repeatable growth
![Page 90: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/90.jpg)
Why is Nigerian spam so badly written?
![Page 91: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/91.jpg)
BAD LANGUAGE
1000 EMAILS SENT 1000 EMAILS SENT
10% CONVERSION = 100 RESPONSES
0,1% CONVERSION = 1 OR 2 RESPONSES
1 FOOL & THEIR MONEY1 FOOL & THEIR MONEY
PROPER ENGLISH
SCALABLE NOT SCALABLE
![Page 92: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/92.jpg)
Nigerian spammers have learned to understand their target market & their customers
![Page 93: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/93.jpg)
TRACK THE RIGHT METRICS
UNDERSTAND YOUR CONVERSION FUNNEL
SET ACTIONABLE GOALS
8 steps to growth: checklist
CHOOSE YOUR OMTM
TEST CAUSATION & FIND YOUR GROWTH HACKS
WORK IN SHORT CYCLES
FIND WAYS TO REPEATABLE GROWTH
STOP REPORTING, START EXPERIMENTING
![Page 95: The growth hacker's guide to analytics: how to get to data-driven growth in 8 steps](https://reader036.vdocuments.us/reader036/viewer/2022062902/58f9a782760da3da068b5a8e/html5/thumbnails/95.jpg)
Sourceshttp://leananalyticsbook.com/ https://www.quicksprout.com/ https://growthhackers.com/ http://theleanstartup.com/ http://learn.ryanholiday.net/