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Growth Hacking with Data 
How to Find Big Growth with Deep Data Dives 
#datahacks
Today’s Experts 
#datahacks 
Colin Zima 
Chief Analytics Officer 
Looker 
@LookerData 
Sean Ellis 
CEO & Founder 
Qualaroo & GrowthHackers.com 
@SeanEllis
#DATAHACKS 
#datahacks
Poll Question 
What is your primary job function/role? 
#datahacks 
a) User acquisition 
b) Product manager 
c) Brand marketing 
d) Other
15-second commercial: Qualaroo 
• Analytics are great at telling 
#datahacks 
you what happened— 
Qualaroo tells you why. 
• Collect voice of customer 
insights from site visitors 
• Understand visitor intent to 
unlock growth
15-second commercial: Looker 
#datahacks 
Looker makes large, complex 
data set accessible to everyone 
through the web… 
…providing data analysts with 
tools to create new self-service 
data experiences… 
…and empowering every 
employee to make better, data-driven 
decisions
How to Use Data to Grow 
Image: http://wall.alphacoders.com/by_collection.php?id=86 
#datahacks
Discovery Process 
Ask$ 
Ques(ons$ 
Understand$ 
Results$ 
#datahacks 
Generate$ 
Hypotheses$ 
Test$and$ 
Iterate$ 
Analyze$$$ 
Data$ 
Product$ 
Decisions$
Collaboration is Key 
Team$Member$ 
#datahacks 
Team$Member$ 
Team$Member$ 
Team$Member$ 
Data$Analyst$
Data Analysis 
Through the Funnel 
Image: http://hadapt.com/use-cases/threat-detection-and-analysis/ 
#datahacks
#datahacks http://slidemodel.com/templates/tag/aarrr/
Mobile SEM Data Hacking 
• Target mobile search ads for car 
rentals to airport locations 
• Use voice of customer research 
and data to understand last-minute 
#datahacks 
search needs 
• Create high-value, high ROI 
campaigns to win business from 
long lines at rental counters 
AARRR
Finding Better Customers 
#datahacks 
Source 
User Attributes 
Purchase 
Details 
AARRR
Twitter’s Follow 30 People 
#datahacks 
• Twitter wanted to know 
what made someone 
become a core user 
• The number of people you 
follow determines 
activation rate 
• "Once a user follows 30 
people, they're more or 
less active forever.” – 
Josh Elman, Greylock 
AARRR
Intelligent Recommendation AARRR 
#datahacks
Is Easier Than You Think AARRR 
#datahacks 
• Different Groupings 
– Users 
– Orders 
• Different Actions 
– Purchase 
– View 
• Different Items 
– Product 
– Brand 
– Department
Airbnb’s Pro Photos 
#datahacks 
• Airbnb discovered that 
listings with high-quality 
photos received 2-3x 
bookings of average listings 
• Airbnb invested quickly in 
professional photography 
and verified photos 
• Booking activity explodes as 
people get a better sense of 
what they’re buying 
AARRR
Finding the Magic Number AAARR 
#datahacks
Netflix Original Programming 
#datahacks 
• Knew House of Cards would 
be a hit based on Kevin 
Spacey and David Fincher 
• Data-driven original 
programming makes Netflix 
shows 2x as likely to succeed 
as new broadcast TV shows 
• Original programming drives 
down churn, increases 
overall hours viewed 
AAARR 
https://blog.kissmetrics.com/how-netflix-uses-analytics/
Uber’s Referral Machine 
#datahacks 
• Uber grows largely through 
word of mouth both for riders 
and drivers. 
• How can Uber make the 
most of this program? 
• What data points should they 
measure to find opportunities 
to drive even greater growth? 
AARRR
Try Looker for Free 
Get a Free Trial of Looker 
#datahacks 
• Try Looker directly 
on your data, not 
demo data 
• We do the set-up 
• We offer technical 
support the entire 
trial period
Get an Extended Qualaroo Trial 
30-Day Qualaroo Trial 
#datahacks 
• 30 Day trial instead of 14 
• Try all pro features 
including mobile surveys 
• Get voice of customer 
insights from your web 
visitors
Q & A 
#datahacks

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Growth Hacking with Data: How to Find Big Growth with Deep Data Dives

  • 1. Growth Hacking with Data How to Find Big Growth with Deep Data Dives #datahacks
  • 2. Today’s Experts #datahacks Colin Zima Chief Analytics Officer Looker @LookerData Sean Ellis CEO & Founder Qualaroo & GrowthHackers.com @SeanEllis
  • 4. Poll Question What is your primary job function/role? #datahacks a) User acquisition b) Product manager c) Brand marketing d) Other
  • 5. 15-second commercial: Qualaroo • Analytics are great at telling #datahacks you what happened— Qualaroo tells you why. • Collect voice of customer insights from site visitors • Understand visitor intent to unlock growth
  • 6. 15-second commercial: Looker #datahacks Looker makes large, complex data set accessible to everyone through the web… …providing data analysts with tools to create new self-service data experiences… …and empowering every employee to make better, data-driven decisions
  • 7. How to Use Data to Grow Image: http://wall.alphacoders.com/by_collection.php?id=86 #datahacks
  • 8. Discovery Process Ask$ Ques(ons$ Understand$ Results$ #datahacks Generate$ Hypotheses$ Test$and$ Iterate$ Analyze$$$ Data$ Product$ Decisions$
  • 9. Collaboration is Key Team$Member$ #datahacks Team$Member$ Team$Member$ Team$Member$ Data$Analyst$
  • 10. Data Analysis Through the Funnel Image: http://hadapt.com/use-cases/threat-detection-and-analysis/ #datahacks
  • 12. Mobile SEM Data Hacking • Target mobile search ads for car rentals to airport locations • Use voice of customer research and data to understand last-minute #datahacks search needs • Create high-value, high ROI campaigns to win business from long lines at rental counters AARRR
  • 13. Finding Better Customers #datahacks Source User Attributes Purchase Details AARRR
  • 14. Twitter’s Follow 30 People #datahacks • Twitter wanted to know what made someone become a core user • The number of people you follow determines activation rate • "Once a user follows 30 people, they're more or less active forever.” – Josh Elman, Greylock AARRR
  • 16. Is Easier Than You Think AARRR #datahacks • Different Groupings – Users – Orders • Different Actions – Purchase – View • Different Items – Product – Brand – Department
  • 17. Airbnb’s Pro Photos #datahacks • Airbnb discovered that listings with high-quality photos received 2-3x bookings of average listings • Airbnb invested quickly in professional photography and verified photos • Booking activity explodes as people get a better sense of what they’re buying AARRR
  • 18. Finding the Magic Number AAARR #datahacks
  • 19. Netflix Original Programming #datahacks • Knew House of Cards would be a hit based on Kevin Spacey and David Fincher • Data-driven original programming makes Netflix shows 2x as likely to succeed as new broadcast TV shows • Original programming drives down churn, increases overall hours viewed AAARR https://blog.kissmetrics.com/how-netflix-uses-analytics/
  • 20. Uber’s Referral Machine #datahacks • Uber grows largely through word of mouth both for riders and drivers. • How can Uber make the most of this program? • What data points should they measure to find opportunities to drive even greater growth? AARRR
  • 21. Try Looker for Free Get a Free Trial of Looker #datahacks • Try Looker directly on your data, not demo data • We do the set-up • We offer technical support the entire trial period
  • 22. Get an Extended Qualaroo Trial 30-Day Qualaroo Trial #datahacks • 30 Day trial instead of 14 • Try all pro features including mobile surveys • Get voice of customer insights from your web visitors
  • 23. Q & A #datahacks