Twitter, Airbnb, HotelTonight and Facebook all used insights found deep within their data to unlock big growth opportunities. Join us as Colin Zima, Chief Analytics Officer at Looker, and Sean Ellis, CEO of Qualaroo, reverse engineer five data-driven growth wins and shows you how you can apply this same level of thinking and analysis to find growth for your company.
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
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
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search needs
• Create high-value, high ROI
campaigns to win business from
long lines at rental counters
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
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