Data Driven Growth - Amplitude London Product Analytics Summit
1. 📈 🚀
Andy Young
Amplitude Product Analytics Summit 2017, London
Product analytics tips learnt from 50+ companies
Data-Driven Growth
2. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Hi, I’m Andy!
@andyy
#fb
Photo by Dan Taylor - dan@heisenbergmedia.com
3. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Agenda
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
4. Andy Young - @andyy - http://bit.ly/analytics-summit-andy 🤔
Why analytics?
5. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Don’t start with the data
7. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Common Analytics FAILS
• Drowning in data
• Not identifying
key questions to answer
• Not starting with
clear hypotheses
8. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Common Analytics FAILS
• Drowning in data
• Not identifying
key questions to answer
• Not starting with
clear hypotheses
9. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
We need to know how we’re doing
10. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
• Overall business/product
• Individual features, experiments, customer segments
We need to know how we’re doing
11. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
• Overall business/product
• Individual features, experiments, customer segments
We need to know how we’re doing
• What is working?
• What is not?
• Where to focus for improvement?
12. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics Pros..
• Start with a hypothesis
• Identify, collect + analyse necessary relevant data
• Conclude & action
• Iterate, revise
13. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics for Growth
📈
14. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth?
•More users
•More engagement
•More revenue
15. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics techniques
• Early stage:
- innovation accounting (Lean Startup)
- cohort analysis
16. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics techniques
• Early stage:
- innovation accounting (Lean Startup)
- cohort analysis
• Growth stage:
- growth accounting
- feature lifecycle analysis
- user segmentation
17. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Early stage questions
18. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we getting traction?
19. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
“Traction is the
rate
at which
monetizable value
is extracted
from customers”
20. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Innovation
accounting?
21. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Cohort analysis?
22. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
23. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
24. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth stage questions
25. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we growing?
26. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
27. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we growing?
28. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
29. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
👌👉 http://bit.ly/social-capital-growth-accounting
30. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Funnel performance?
31. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
As product folks
we need to understand
the full user journey
32. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Customer segmentation
For different groups of customers:
• Where do they come from?
• How do they behave?
33. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Customer segmentation
Users with different personas & needs
will have different behaviours
Different cohorts will have
different experiences of your product
Different users will have been exposed to
different A/B tests
34. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
These are all properties of your users
UTM tags: source, medium, campaign, terms
Landing page
Signup time
A/B test buckets
Referrer
Viral source
Customer segmentation
35. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Most experiments FAIL
36. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Most experiments fail
..but most every failed experiment will
contain partial successes
• Plan in advance: how will we know
at which point in the user journey
an experiment failed?
• Do things that don’t scale
37. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Pulling this all together
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
38. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What to track?
• Discovery / Acquisition
• Activation
• Engagement
• Conversion / Purchase
• Retention
• Referral
39. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
So many platforms
40. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
So many platforms
¯_( )_/¯
41. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality
do you need?
42. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
43. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
44. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
45. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
46. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
47. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
48. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
49. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
50. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
51. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
• Platforms
Google Firebase, AWS Mobile Analytics
52. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
• Platforms
Google Firebase, AWS Mobile Analytics
😱
53. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
How to pick?
• What functionality do you need?
• Who will be using it? Devs, data scientists, product folks, marketing people?
• How do you want to use it? Analysis, reporting, dashboards..
• Which platforms? Web, mobile, server?
• Which other tools/data do you need to integrate with?
• What data volumes? Data points, events per second, data points per month.
• Budget?
54. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
How to pick?
Things to be wary of:
• Data lock-in, future portability
• Building your own
55. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Tools are not a panacea
56. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Biggest single factor?
57. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Biggest single factor?
Quality of your
tracking implementation
- Coverage/depth
- Accuracy/lack of bugs
58. Andy Young - @andyy - andy@apexa.co.uk
Use a tag manager
59. Andy Young - @andyy - andy@apexa.co.uk
Data collection: Segment.com
60. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
👉 http://sitehound.co
Free code!
61. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Dashboards?
62. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What makes a
good dashboard?
63. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
👉 http://bit.ly/kpi-sheet
64. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth model spreadsheet
• Review weekly - zoom out vs. zoom in
• Share with whole team
• Use to predict and prioritise
• What to look at daily vs. weekly vs. monthly
👉 http://bit.ly/kpi-sheet
65. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Metrics are people too
Key growth metrics should be measured in
unique people
or % conversion
66. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Joining the dots
Plugging all these tools and platforms together
67. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Initially, manual is OK!
68. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Initially, manual is OK!
• Forcing function to ensure we:
• learn what works
• understand the data
• need the data
• Paste weekly into a Google Sheet/Excel
69. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Automate over time
to reduce effort
70. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Plumbing for automation
• Zapier, Tray.io
• Supermetrics, Blockspring for Google Sheets/Excel
• Segment.com
• Own database/data warehousing - AWS RDS/Redshift
• Custom queries - Tableau, Periscope etc
71. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
72. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers
never add up
73. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of
(Analytics)
Grief
74. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
75. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
FB ad clicks
vs.
GA visits
76. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
77. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics vs. own database
78. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
79. Andy Young - @andyy - andy@apexa.co.uk
Measure
Twice:
Compare
data across
different tools
https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
80. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depression
81. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Where did
it all go
wrong?
82. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Where did
it all go
wrong?
• The data is bad
• Our definitions are wrong
83. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers never add up
• Absolute truths
• Signups, Transactional data, UGC, data from
our own DB
• Lossy/noisy measurements
• Client-side tracking: Amplitude, GA, etc
• Nuanced definitions
• Uniques vs. totals, funnel conversion rates
84. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Even if the numbers do add up,
they are still often misleading
85. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
86. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Data discrepancies
Amplitude vs. Google Analytics
• Definition of unique user
- cookie rules
• Ad/tag blockers
87. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Data discrepancies
• Page did not finish loading
- e.g. tag manager, or user gave up & hit
back button
• Cross-browser JS bugs
88. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depression
• Acceptance
89. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
3-5% discrepancies between
platforms?
Roll with it.
90. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Large (>5%) difference?
Debug/analyse to figure out why
91. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Takeaways?
92. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Secrets to successful analytics
• Start with your questions / hypotheses
• Be precise about what to measure, and why
• Plan in advance, simplify
• Automate required work for weekly/monthly
calculations
• Document all analysis with simple bullet-points
93. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers tell us What
They don’t tell us Why
94. Thanks, & good luck!
@andyy // andy@apexa.co.uk
Slides: bit.ly/analytics-summit-andy
95. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
References & further reading
• My more in-depth analytics presentations: Slideshare, YouTube
• KPI google sheet
• SiteHound website tracking javascript library
• UTM Tagging Guide
• Lean Analytics
• Social Capital blog posts: - Accounting for User Growth