Ken Rudin, a director of user growth and analysis, presented on data-driven tactics to drive growth for businesses. The presentation focused on growth being an iterative, repeatable and data-driven process of building great products with real user value. Growth was described as a "game of inches" achieved through multiple small wins rather than one big win. The growth process begins and ends with data, using data to understand users, identify experiments, and turn insights into marketing actions and product changes. Retention should be considered before acquisition by finding users likely to engage long-term.

1. Growth Hacking World Forum // SF
Ken Rudin | Director, User Growth and Analysis
Data-Driven Tactics to
Drive Growth for Your Business
11.01.2017

2. About Me
Facebook
Zynga
Salesforce.com
Started & sold 2 companies

3. growth
/grōTH/
noun
1. an iterative, repeatable, data-driven process focused on building great products
that add real value to users
growth
Growth is a process

4. a “game of inches”
Approach growth as
1

5. football scores
football scores
Multiple small wins vs. one big win

6. with data
2
begins and ends
The growth process

7. The Growth process begins, ends, and is fueled by data
Understand
Identify
Experiment

9. Turn user insights seamlessly into growth actions
Turn user
insights into
marketing
actions
and product
changes
Understand marketing
campaign
performance
Understand how users
behave in your app
Marketing Analytics Product Analytics

10. 3
before acquisition
Think retention

11. Invest in acquiring the right app users for long-term retention
Users
83%
17%
Revenue
85%
15%

12. Find users who are likely to

13. Machine learning is increasing Marketing’s impact on growth
Action
Install, In-app events,
Google Play Data
Attributes
Device, time of day,
location, search queries,
apps installed
Context
Data1 Machine Learning2 Distribution3
Reach users with the right
channel at the right time

14. Approach growth as a “game of inches”
The process begins and ends with data
Think retention before acquisition