Winning an Unfair Game using Data Science

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Samir Patel I CMO and VP Digital Marketing

Winning an Unfair Game using Analytics

Data & Analytics

5twitter @meetsamir
5Tectonic Shifts that accelerate the
need for Change in Digital
5P’s Growth Model that will help you
leverage Data Science in Marketing to
Win an Unfair Game

7twitter @meetsamir
Probability of Winning is Slim

9twitter @meetsamir
Be Vanilla
International Ice Cream Association the Top 10 flavours of ice cream in order are: vanilla,
chocolate, butter pecan...
anilla (#1) got approximately 28% of sales and chocolate (#2) got approximately 8% of sales
In this instance, being #1 makes you 350% better off than #2.

11twitter @meetsamir
Speed Rules
Hedge fund Spent
$300M
to increase speed by
3 Milliseconds = .003
Seconds

13twitter @meetsamir
Hyper-Inflation & Ultra
Competition

14twitter @meetsamir
SEO is not JUST SEO
~ Rand Fishkin, Wizard, Mo

16twitter @meetsamir
Platforms 2.0
Search, Social,
Mobile, Video,
Messaging
$100M+ Users
Available
~ Dave McClure

17twitter @meetsamir
New Winners on New Platforms

18twitter @meetsamir
A Zillion Ways to Acquire Users

20twitter @meetsamir
The Frazzled Customer
Engage or Die

21twitter @meetsamir
Unprecedented Opportunity

22twitter @meetsamir
Action
Grow Fast
or
Die Slow

23twitter @meetsamir
Scalable, Predictable &
Repeatable

30twitter @meetsamir
$$ Chief Growth Officer
Π Quant
℗ Designer
∞ Hacker
Ğ Channel Gurus
The New Growth Squad

32twitter @meetsamir
Reporting Squirrels vs Action
Ninjas
Inspiration: Avinash Kaushik

40twitter @meetsamir
Six Key Startup Metrics
• Churn
• CMRR (Contracted Monthly Recurring
Revenue)
• Cash
• LPC (Lifetime Profit per Customer)
• Customer Acquisition Cost

41twitter @meetsamir
Hack# : Lean Canvas Hack

42twitter @meetsamir
Differentiate OR Die

43twitter @meetsamir
Hack# : Marketing Strategy

44twitter @meetsamir
~ Brian Balfour, Hubspot
Hack# : Channel Risk Modeling

46twitter @meetsamir
~ Brian Balfour, Hubspot
Learn

48twitter @meetsamir
High Frequency Omni-Channel
Data

49twitter @meetsamir
Process
• OKR’s
• Growthaly
tics
• Kaizen

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Website.com
Emails &
widgets
Campaigns,
Contests
Biz DevAds, Lead Gen,
Subscriptions, etc
Homepage /
Landing Page
Product
Features
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz
Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks Blogs
Domains
Emails &
Alerts
Blogs,
Content
System Events &
Time-based Features
~ Dave McClure, Metrics for Pirates

55twitter @meetsamir
Applied Data Science

56twitter @meetsamir
Takeaway # 1
Every action that does
not bring the company
closer to its goal is not
productive.

57twitter @meetsamir
Takeaway # 2
Run Growth
on OKR’S.

58twitter @meetsamir
Takeaway # 3
Postmortem
Cadence

59twitter @meetsamir
Statistics for Kaizen

62twitter @meetsamirTraffic Acquisition
Market Research & User Feedback
Email Marketing
Competitive Research Tools Sales Intelligence
Lead & Customer Acquisition
AB / Multivariate Testing

64twitter @meetsamir
Samir Patel
President & CEO,
GrowthMachines
samir@GrowthMachines.co
Twitter @MeetSamir

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IDENTIFY THE BEST CONVERTING SOURCE AND ASK YOURSELF “IS THIS DIG IN FURTHER INTO INDIVIDUAL CAMPAIGNS AND ASK YOURSELF “WHICH ONES DO I KEEP OR DUMP?” Cohort Analysis: What Is It? Why Does It Matter? FIGURE OUT HOW TO GET REPEAT BEHAVIOR AND FORM HABIT LOOPS Cohort Analysis Who sticks around from one time period to another? Analyzing cohorts increases your chances of having people upgrade over time or buy again. If you don’t have good retention, nothing else matters. Brian Balfour, VP Growth, Hubspot • What % of the user base is still active? • What differentiates groups of people? • What actions can you take to make people stay? Example Cohort Report This row shows how many people signed up in February 2015. This row shows how many people signed up in July 2015. People signed up in February 2015. People signed up in July 2015. These columns show how many months have elapsed since the sign up month. These cells represent the % of people that have come back within the first month since signing up. Darker cells represent hot spots of high retention rate. Lighter cells represent low retention rates. The most important thing is the curve of this line. This is a bad retention curve because this line reaches 0. Retention starts at 40% at the first month, which means you’ve already lost 60% of your original users. By month two, you’ve dropped to 15% of your original users. By month 3 and onwards, barely any original users are present. Over the course of 3 months, you’ve essentially lost all of your users. This is a good retention curve because this line NEVER reaches 0. Retention starts at 100% in the first month, meaning everyone has stuck around. From month 2 onwards, you drop to 40%, but maintain there. With improvements to your marketing, product, and efforts, you hope to increase retention every month. 1. Click on the cell 2. Click on the “View the 102 people” Use the words and phrases from customer responses in the marketing copy to increase conversions Message Experimentation Thomas H. Davenport, Professor, Babson College Experimentation Figure out how one channel works for you. Experiment on other channels to figure out how to get them to work. • What do you do now that could be improved? • What inputs do you control? • Do you have a culture of using data to make decisions? The real payoff will happen when the organization as a whole shifts to a test-and-learn mind-set This is where we lifted product adoption by 12%. Notification • 17.2% conversion rate • over 2 months • 538 conversions Lightbox • 30.84% conversion rate • over 3 days • 278 conversions 1 Perception is everything. Tap into values, feelings and storytelling within your marketing. 2 Segment your audience to identify the best performing customer groups - then optimize. 4 Experimentation grants huge lifts if you have the culture and process.

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1. 1twitter @meetsamir ICT Spring EUROPE

2. 2twitter @meetsamir

3. 3twitter @meetsamir ICT Spring EUROPE

4. 4twitter @meetsamir The Growth Master • Founder, CEO of Growth Machines & Growth Academy, Mentor at 500Startups Silicon Valley, Optimized $1B+ in Ads. • Founder of SearchForce and pioneer to apply Wall Street Analytics and Quantitative Trading Techniques to Advertising for Portfolio Optimization. Raised $10M+ in financing, developed a Cross-Channel Optimization SaaS Platform Based and took the company to profitability. • Patel has managed clients with some of the world largest ad budgets such as Salesforce.com, Priceline, Experian, Oracle, AT&T YellowPages, Progressive and Scottrade. • Growth seminars at Oxford, 500Startups, General Assembly, UC Berkeley and at several top-tier VC firms around the world. Upcoming book on Growth Hacking. • MBA in Brand Marketing from Cornell's Johnson School of Business.

5. 5twitter @meetsamir 5Tectonic Shifts that accelerate the need for Change in Digital 5P’s Growth Model that will help you leverage Data Science in Marketing to Win an Unfair Game

6. 6twitter @meetsamir ICT Spring EUROPE

7. 7twitter @meetsamir Probability of Winning is Slim

8. 8twitter @meetsamir

9. 9twitter @meetsamir Be Vanilla International Ice Cream Association the Top 10 flavours of ice cream in order are: vanilla, chocolate, butter pecan... anilla (#1) got approximately 28% of sales and chocolate (#2) got approximately 8% of sales In this instance, being #1 makes you 350% better off than #2.

10. 10twitter @meetsamir ICT Spring EUROPE

11. 11twitter @meetsamir Speed Rules Hedge fund Spent $300M to increase speed by 3 Milliseconds = .003 Seconds

12. 12twitter @meetsamir ICT Spring EUROPE

13. 13twitter @meetsamir Hyper-Inflation & Ultra Competition

14. 14twitter @meetsamir SEO is not JUST SEO ~ Rand Fishkin, Wizard, Mo

15. 15twitter @meetsamir ICT Spring EUROPE

16. 16twitter @meetsamir Platforms 2.0 Search, Social, Mobile, Video, Messaging $100M+ Users Available ~ Dave McClure

17. 17twitter @meetsamir New Winners on New Platforms

18. 18twitter @meetsamir A Zillion Ways to Acquire Users

19. 19twitter @meetsamir ICT Spring EUROPE

20. 20twitter @meetsamir The Frazzled Customer Engage or Die

21. 21twitter @meetsamir Unprecedented Opportunity

22. 22twitter @meetsamir Action Grow Fast or Die Slow

23. 23twitter @meetsamir Scalable, Predictable & Repeatable

24. 24twitter @meetsamir

25. 25twitter @meetsamir

26. 26twitter @meetsamir

27. 27twitter @meetsamir Learn & Apply

28. 28twitter @meetsamir

29. 29twitter @meetsamir -Guy Kawasaki

30. 30twitter @meetsamir $$ Chief Growth Officer Π Quant ℗ Designer ∞ Hacker Ğ Channel Gurus The New Growth Squad

31. 31twitter @meetsamir Poets & Quants

32. 32twitter @meetsamir Reporting Squirrels vs Action Ninjas Inspiration: Avinash Kaushik

33. 33twitter @meetsamir

34. 34twitter @meetsamir

35. 35twitter @meetsamir Why?

36. 36twitter @meetsamir

37. 37twitter @meetsamir Learn

38. 38twitter @meetsamir

39. 39twitter @meetsamir

40. 40twitter @meetsamir Six Key Startup Metrics • Churn • CMRR (Contracted Monthly Recurring Revenue) • Cash • LPC (Lifetime Profit per Customer) • Customer Acquisition Cost

41. 41twitter @meetsamir Hack# : Lean Canvas Hack

42. 42twitter @meetsamir Differentiate OR Die

43. 43twitter @meetsamir Hack# : Marketing Strategy

44. 44twitter @meetsamir ~ Brian Balfour, Hubspot Hack# : Channel Risk Modeling

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46. 46twitter @meetsamir ~ Brian Balfour, Hubspot Learn

47. 47twitter @meetsamir

48. 48twitter @meetsamir High Frequency Omni-Channel Data

49. 49twitter @meetsamir Process • OKR’s • Growthaly tics • Kaizen

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51. 51twitter @meetsamir

52. 52twitter @meetsamir Website.com Emails & widgets Campaigns, Contests Biz DevAds, Lead Gen, Subscriptions, etc Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts Blogs, Content System Events & Time-based Features ~ Dave McClure, Metrics for Pirates

53. 53twitter @meetsamir Growth Process

54. 54twitter @meetsamir

55. 55twitter @meetsamir Applied Data Science

56. 56twitter @meetsamir Takeaway # 1 Every action that does not bring the company closer to its goal is not productive.

57. 57twitter @meetsamir Takeaway # 2 Run Growth on OKR’S.

58. 58twitter @meetsamir Takeaway # 3 Postmortem Cadence

59. 59twitter @meetsamir Statistics for Kaizen

60. 60twitter @meetsamir Learn & Apply

61. 61twitter @meetsamir

62. 62twitter @meetsamirTraffic Acquisition Market Research & User Feedback Email Marketing Competitive Research Tools Sales Intelligence Lead & Customer Acquisition AB / Multivariate Testing

63. 63twitter @meetsamir

64. 64twitter @meetsamir Samir Patel President & CEO, GrowthMachines samir@GrowthMachines.co Twitter @MeetSamir

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