The document discusses tools and strategies for optimizing growth, including marketing analytics auditing tools like ObservePoint and Amplitude for product analytics. It emphasizes the importance of user testing tools like Usertest.io to identify issues through $15 user tests. Finally, it mentions the experimentation framework Optimizely for A/B testing at the code level across web, mobile, and personalization.

1. Growth - Tech Stack

2. About Me
Over 120 companies worldwide
Then Now

3. USA

4. USA EMEA

5. USA EMEAAPAC

7. Came home.
Got a cat.
Named him
Meatball.

8. Optimization > Growth
Test stuff > Knowing your end users
Transitional Period

9. Growth
● Philosophy
● Strategy
● Teams
● Technology
● Tactics

10. Growth
● Philosophy
● Strategy
● Teams
● Technology
● Tactics

11. Growth
● Philosophy
● Strategy
● Teams
● Technology
● Tactics

12. Growth Tools
Customer Journey

13. Marketing Analytics (auditing)
Customer Journey
Growth Tools

14. Product Analytics / BehaviorsMarketing Analytics (auditing)
Customer Journey
Growth Tools

15. Product Analytics / BehaviorsMarketing Analytics (auditing)
Experimentation framework
Customer Journey
Growth Tools

16. Product Analytics / BehaviorsMarketing Analytics (auditing)
Experimentation framework
User Testing
Customer Journey
Growth Tools

17. Marketing Analytics

18. Marketing Analytics
● “It was an awful integration”
● “The reports can’t be right”
● “The pixel isn’t firing”
● “I don’t trust (insert any marketing analytics company
here)”

19. ObservePoint

20. Auditing Marketing Analytics
● “It was an awful integration”
○ Specifically addressing the integrity of
the integration
○ What tags are missing
○ What pages need to be fixed

22. Auditing Marketing Analytics
● “The reports can’t be right”
● “The Pixel isn’t firing”
○ Complete inventory of tags firing
(working as expected)
○ List of requests sent for each page
○ Duplicate tags, requests

26. Auditing Marketing Analytics
● “I don’t trust (insert any marketing analytics
company here)”
○ Output of a initial score/ grade
○ Comprehensive list of elements to fix
○ Update score, gain trust

27. Amplitude

28. Product Analytics / BehaviorsMarketing Analytics (auditing)
Customer Journey

32. ● Retention
● A ha moment
● Product market fit
● North star metics
● What to a/b test

35. But wait...

40. Usertest.io

41. Product Analytics / BehaviorsMarketing Analytics (auditing)
User Testing
Customer Journey

43. User Testing
● It’s not expensive anymore / $15
● Reporting drop off. Why?
● Initiated user testing.
● Our buttons didn’t work.
○ Wait what?
○ Ad blockers

44. User Testing
● It’s not expensive anymore / $15
● Reporting drop off. Why?
● Initiated user testing.
● Our buttons didn’t work.
○ Wait what?
○ Ad blockers
Dude, you had 1 job :|

45. User Testing
● Turn it into a working cadence
○ Weekly, monthly
○ Stay consistent
○ Especially before and after redesigns/feature releases
● It take a lot of time, so what
○ Create summary video
○ Invaluable feedback

46. Get Organized
● Start to document findings
● Access to content isn’t hard
● Easy for engineers to consume
○ Screenshots
○ Behaviors
○ Time stamp
○ How to reproduce
○ Expected behaviors

47. Optimizely

48. Marketing
Customer Journey
Optimizely

49. ProductMarketing
Customer Journey
Optimizely

50. ProductMarketing
Experimentation framework
Customer Journey
Code Level (Full Stack)
Optimizely

51. ProductMarketing
Experimentation framework
Customer Journey
Code Level (Full Stack)
Personalization Recommendations Mobile Native
Optimizely

53. I can change

54. I can change I’m listening

55. I did this
I did this

56. Product Analytics / BehaviorsMarketing Analytics (auditing)
Experimentation framework
User Testing
Customer Journey
Growth Tools

57. Stay In Touch
Brion.tw
Brionh@gmail.com