data-driven growth at startups
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Data-driven growth at startups
Hyper Island, Sep 1 2015 Lisa Enckell, @enckelli
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Focus groups Surveys Sampling “Gut feel”
Market research is nothing new
Real user behavior
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Three ways marketers use data at startups
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What’s good for the business
1. Keeping track
vs What makes us look good
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Weekly health check
1. Keeping track
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Spot early trends and stay curious!
1. Keeping track
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Product features Emails and notifications Marketing campaigns and channels
2. Performing experiments
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3. Automating user communication
On-boarding Retention (decrease churn) Up-sell/engagement
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3. Automating user communication
Trigger/sender Automatic Manual
App to user Welcome emails Receipts
Campaigns Product updates
User to user Anniversaries Birthdays
In-app messages Invites to non-users
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Who should do the work?
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Data in the organization
1. Make it accessible and available for everyone!
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Data in the organization
2. Everyone should and could be data-drivenNew features and A/B-tests (product manager/developers)Conversions (product manager/marketer)Response times (back-end)KPIs and trends (marketing/leadership)Campaigns and acquisition (marketing)User insights (marketing/support/product)Notifications and emails (marketing)Recruiting time (HR/leadership)Sales cycles, up-sell and on-boarding time (sales)
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Viral growth
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Sign up Share
The viral loop
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Sign up Share
See
Desire to share
The viral loop
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Sign up Share
See
Desire to share
On-ramp
The viral loop
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Sign up Share
See
Desire to share
On-ramp
Branching factor
The viral loop
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Viral factor K = I・C
Invites I Conversion rate C Cycle time p
Given that I get a new customer today, how many new customers will they bring in over the next p days?
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0 5 10 15 20
0
50
100
150
200
K = 1.2
K = 1.1
K = 0.5
For different values of viral factor K
Users
Weeks
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0 5 10 15 20
0
100
200
300
400
500
p = 0.5
p = 1
p = 2
For different lengths of cycle time
Users
Weeks
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Maximize viral factor K = IC
Maximize no of invites I Maximize conversion rate C
Minimize cycle time p
In summary:
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Sign up to redeem
Give gift card
Receive gift card
See birthday
Wrapp’s viral loop
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Sign up to redeem
Give gift card
Receive gift card
(expires in 30 days)
See birthday
Featured by retailers
Every day is someone’s
birthday
Wrapp’s viral loop
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Win-win-win
Why people share
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Thank you!
Lisa Enckell, @enckelli