Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth? The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals. You'll learn how to: Slice your data to find new growth opportunities Validate ideas with simple tests before committing to expensive initiatives Use data to drive product changes that maximize growth You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.

1. Find the Big Growth
Opportunities Hiding in
Your Data
MORGAN BROWN, COO INMAN

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Morgan is the COO of Inman and the co-author of
“Startup Growth Engines: How Today’s Most Successful
Startups Unlock Extraordinary Growth” with Sean Ellis.
Morgan has led growth for a number of prominent
startups including: GrowthHackers.com, Qualaroo,
TrueVault, ScoreBig, and Science.
MORGAN BROWN
COO, Inman
@morganb

4. #KissWebinar
@morganb

5. 1 Instrumenting for Growth
Figuring out what matters
Identifying opportunities
Creating hypotheses
2 Finding Growth in Data
3 Testing for Growth
TABLE OF CONTENTS
Launch lightweight tests
Double down on winners
Learn and keep moving
Upping your data game
Being able to answer questions

6. WATCH WEBINAR RECORDING NOW

7. We’re drowning in data
SO MANY NUMBERS, SO LITTLE INSIGHT

8. http://static6.businessinsider.com/image/568c42d4c08a8037018b71cc/jack-dorsey-just-admitted-that-twitters-140-character-limit-could-go-away-with-a-super-long-tweet.jpg
“One of my greatest lessons
in starting and running Twitter
and Square is how important
it is to instrument all usage.”
JACK DORSEY

9. MEASURE WHAT MATTERS TO YOU
What’s most important here isn’t necessarily what’s important to you.

10. BUILD YOUR GROWTH MODEL
You must understand how your business grows before you can start to
find hidden growth opportunities.
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

11. BUILD YOUR GROWTH MODEL
Doesn’t have to be exact, but needs to account for the key levers that
drive growth for the business.
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

12. Build (& implement) a
tracking plan
http://bit.ly/1UaBd7V
COURTESY OF SEGMENT.COM

13. SIGN UP NOW
Start Your Free Kissmetrics Trial

14. INSTRUMENT KEY FLOWS FIRST
Set up tracking for your core activation, engagement, retention,
purchase and referral flows

15. Finding Growth in Data
PROCESS AND EXAMPLES

16. DECIDE WHICH METRIC TO MOVE
What area of your business can give you the biggest wins if you
improve it?
http://www.slideshare.net/polvallssoler/pirate-metrics-aarrrprofit-and-key-metrics-to-track

17. LOOKING FOR OPPORTUNITIES
ANALYZE
IDEATE
PRIORITIZE
TEST
Ask Questions
Generate
Hypotheses
Focus &
Prioritize
Rapidly Test
Promising Ideas

18. ASK QUESTIONS
What are my best customers’ behaviors?
What features do they use?
What pages do they visit?
How often do they engage?
What are my best customers’ characteristics?
What sources do they come from?
What products do they purchase?
What devices do they use?
What events cause users to cancel/churn/abandon?
What action didn’t they take?
What behavior did they stop?

19. IDENTIFY BEST CUSTOMERS
Where are inflection points that lead to big wins?
2 session users nearly 4x more likely to convert

20. AVOID FEATURES THAT EVERYONE/NO ONE USES
Goal is to find overlapping product use and best customers
https://blog.modeanalytics.com/facebook-aha-moment-simpler-than-you-think/

21. AREAS TO EXPLORE
RETENTION
How do I keep more users engaged?
ACTIVATION
How do I improve conversion rates?
How do I improve trial to paid rates?
MONETIZATION
How do I grow transaction value?
How do I improve conversion rate?

22. GENERATE HYPOTHESES
Ha: By getting more users to make a second visit in 30 days, we can
increase the rate at which they convert to new subscribers.
H0: By getting more users to make a second visit in 30 days, we will
not increase the rate at which they convert to new subscribers.

23. PRIORITIZE HYPOTHESES
Growth lead owns focus (North Star, OKR, etc.)
Hypotheses are scored and sized (ICE Score)
Growth team nominates experiments for testing

24. TWEET OF THE DAY
Work on something where if you make
a difference, it makes a difference.
@NEILPATEL
@Kissmetrics @MorganB #KissWebinar #YourHashtag

25. Testing for Growth
GENERAL GUIDELINES AND TOOLS

26. DESIGN SIMPLE TESTS FIRST
We sent simple text email to re-engage people who had only visited
once in last 3 weeks.
Variant Sent Orders
Conversion
Rate
Improvement
Original 13963 19 0.14% —
Variant #1 14356 22 0.15% 12.6%
Control 9365 9 0.10 -29.4%

27. DESIGN SIMPLE TESTS FIRST
Airbnb ads a small sign up bar below main experience to prove out
“sign up” test before investing heavily in customizing UX

28. THEN, BUILD OUT WINNERS
Airbnb invests in polished design once hypothesis proven.
Increases sign-up rate 40%.

29. DESIGN SIMPLE TESTS FIRST
Moved Email collector
from bottom to top
Result: 700% Increase
in collected emails
GrowthHackers tests email capture with simple change in location, then
doubles down on success with further tests.

30. THEN, BUILD OUT WINNERS
Double down when you find signal to optimize and formalize feature.
+22.1% sign ups +44.5% sign ups

31. LOOKING FOR OPPORTUNITIES
ANALYZE
IDEATE
PRIORITIZE
TEST
Ask Questions
Generate
Hypotheses
Focus &
Prioritize
Rapidly Test
Promising Ideas

32. COMPOUND WINS TO FIND GROWTH
PEEP LAJA
CONVERSIONXL
A 5% monthly
improvement is an
80% improvement
over 12 months.
“

33. What to do next
TAKEAWAYS AND ACTION PLAN

34. Get your data in order
CAN YOU TRACK WHAT REALLY MATTERS?

35. Set your North Star
WHAT ARE YOU AIMING FOR?
Image: http://starworlds.blogspot.com.es/2010/07/astro-weather-for-last-week-of-july.html

36. Identify key success
behaviors
WHAT ARE MY BEST CUSTOMERS DOING THAT OTHERS AREN’T?
Image: https://www.theodysseyonline.com/quick-guide-redefining-success

37. Ideate like crazy
CREATE HYPOTHESES TO TEST AND DISPROVE
Image:https://zapier.com/blog/visualize-to-do-list/

38. Launch lightweight tests
MOVE FAST AND LEARN THINGS
Image:http://dailyalchemy.com/law-attraction-experiment-fail/

39. Double down on winners
INVEST WHERE THERE IS SIGNAL
Image: http://www.vegas-aces.com/Root/players/players/pages/blackjack/how-to-play-blackjack/01-how-to-play-blackjack-the-basics.html

40. Learn and keep moving
GROWTH IS NEVER DONE
Image: https://en.wikipedia.org/wiki/Portal:Sharks/Selected_articles

41. MORGAN BROWN
COO, Inman
@morganb
morganb@gmail.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?