The document discusses growth hacking using data, emphasizing the importance of understanding user intent and leveraging customer insights for business growth. Notable examples include how Airbnb increased bookings with professional photos, Netflix's data-driven original programming, and Uber's word-of-mouth growth strategy. It also promotes tools like Looker and Qualaroo for data analysis and customer feedback collection.

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

3. #DATAHACKS
#datahacks

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

11. #datahacks http://slidemodel.com/templates/tag/aarrr/

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

15. Intelligent Recommendation AARRR
#datahacks

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