Rapid Growth Driven by Analytics

SUJAN PATEL | DENNIS STILL

Sujan PatelVP of Marketing @ When I Work

Author of Growth Hacking book: 100DaysofGrowth.com

Avid Blogger at SujanPatel.com

Twitter: @sujanpatel

Dennis StillHead of Analytics @ When I Work

Experience “doing” data and analytics across enterprise,

startups, and non-profits

MinneAnalytics “long-time fanatic”

Twitter: @denstill

Agenda• Define Your Funnel

• Growth Framework

• Analytics Framework

• Rinse and Repeat

• Growth + Analytics = Marriage Made to Last

What is Growth?

Growth

Analytics Marketing Product Raw Data

The Funnel

Define Your Funnel, Our Funnel is…

Paying Customers

Visitors

Trials

$

Define Your Funnel, Our Funnel is…

Visitors

Trials

Active Trials

Engaged Trials

Paying Customers

Happy Customer Telling Their Friends

Churn

Now We Can Start Looking for Areas of Improvement

Find new channels (Adwords, SEO, radio, etc)

AREAS OF IMPROVEMENT

Improve visitor to trial conversion rate

AREAS OF IMPROVEMENT

Increase the number of trials that are actively using

the product

AREAS OF IMPROVEMENT

Increase the number of active trials to come back

and become engaged

AREAS OF IMPROVEMENT

Improve engaged Trial to paying customer

conversion rate (Think of this as an e-commerce check out flow)

AREAS OF IMPROVEMENT

Find ways to turn customers into happy customers

(Network effect)

AREAS OF IMPROVEMENT

Find ways to reduce churn

AREAS OF IMPROVEMENT

Growth Framework

Growth Identify weaknesses and

friction points

Hypothesizecauses

Brainstorm ideas and solutions

Deploy and measure Scale or kill

Define the test, metrics and timeframes

Growth Framework1 2 3

4 5 6

Biggest Weaknesses

Least amount of effort to fix

Priorities

How to Prioritize

+

=

Growth at When I Work

Analytics Framework

When this guy shows up and starts talking about rapid Growth

and Growth Hacking…

smileScientific Method Is Literally Everything

Examine & Define Business

Questions

Determine Best Hypothesis

to Test Said Question

Test Best Data You Have

or You Want

Interpret & Report Findings

Rinse & Repeat ProcessAnalyze Data

Analytics Framework1 2 3

4 5 6

Examine & Define Business Question

THE BIG WHY?

ANALYTICS FRAMEWORK

Determine Best Hypothesis to Test Said Question

ANALYTICS FRAMEWORK

Basically making a guess as to something happening

For example, you may guess that your customer does X when viewing page 1 of your website. You can test this “theory”

Test Best Data You Have or You Want

ANALYTICS FRAMEWORK

Analyze Data Diving In, Exploring, and Examining Trends

ANALYTICS FRAMEWORK

Interpret & Report Findings Tell It EXACTLY Like It Is

ANALYTICS FRAMEWORK

Rinse & Repeat Process Again, Again, Again

ANALYTICS FRAMEWORK

Analytics at When I Work

Analytics: Excel Upload

10.5% AVG

Conversion rate

15% Sales

Conversion rate

38% Excel Upload

Conversion rate

Analytics: 14-Day TrialGrowth Hack – Change existing 30 Day Trial to 14 Day Trial

Analytics Hypothesis – Shorter timeframe will lead to faster conversions

First few weeks – climbing conversion rate, looking strong

After initial few weeks – plummeting conversion rate

Throw to declare “not working”

Analytics: Segment.io

Access to real-time event

data across web and app

platforms

Drive deeper understanding of what customers are doing, when,

why, and how

The V’s of Big Data like never before at

When I Work

Combining with Production DB to create powerful

full-circle view of the When I Work

landscape

Constant Evolution

Till Death Do Us Part…It isn’t Marketing alone

It isn’t Analytics alone

It isn’t jamming Analytics into Marketing and calling it Marketing Analytics alone

Marriage between hyper Growth activities and Analytics to prove or disprove those things – that is the “secret sauce” of how to drive 200-300% growth YoY

Questions

Sujan Patel @sujanpatel

Dennis Still @denstill