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Data Driven Growth, Key Metrics and Essential Hacks for Growing a Business

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Apresentação BRAULIO MEDINA, Growth Team LLC, no Expo Fórum Digitalks 2019 | LISBOA, PORTUGAL

Publié dans : Formation
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Data Driven Growth, Key Metrics and Essential Hacks for Growing a Business

  1. 1. BRAULIO MEDINA DATA DRIVEN GROWTH Mathematician, Growth Marketing and Data Science Expert MINDSET, PROCESSES AND TACTICS
  2. 2. 4 YEARS TO REACH 100 POTENTIAL CLIENTS 10 DAYS TO REACH 146 POTENTIAL CLIENTS AND GET 22 CLOSED MY FIRST COMPANY MY LAST COMPANY
  3. 3. OVER 50 GROWTH HACKING PROJECTS IN 6 DIFFERENT COUNTRIES
  4. 4. GROWTH IS THE #1 PRIORITY Source: Gartner
  5. 5. IS THE CHIEF GROWTH OFFICER THE NEW CMO?
  6. 6. Sean Ellis - fundador do Qualaroo, ajudou a acelerar LogMeIn, Uproar, Dropbox, Evenbrite, Socialcast, Wordpress.com e Songkick "A Growth Hacker is a person whose true north is growth" - Sean Ellis
  7. 7. BEFORE AFTER
  8. 8. WHAT IS GROWTH HACKING? Source: Growth Tribe
  9. 9. THE TESTING PROCESS Source: GrowthHackers.com
  10. 10. DOES THAT WORK? Jeff Bezos Founder of Amazon Marc Randolph Founder of Netflix Kees Koolen Founder of Booking “Our success is a function of how many experiments we do per year, per month, per week, per day…” "Nobody knows anything. Always be testing." "How many experiments have you run this month?
  11. 11. WHY IS MEASURING SO IMPORTANT?
  12. 12. A QUICK STORY ABOUT THE POWER OF MEASURING Startup estava construindo um MMOG Perceberam que o serviço estava sendo usado para upload de fotos Lançaram o Flickr Resolveram depois lançar o Game Perceberam que a comunicação no projeto estava muito ruim Lançaram o Slack
  13. 13. ITERATIVE LEARNING
  14. 14. GROWTH IS KEY FOR ALL THE TECH UNICORNS
  15. 15. MORE TESTING => MORE GROWTH Source:
  16. 16. HOW TO HAVE A GOOD IDEA?
  17. 17. PRIORITIZING AMONG TEAMS IMPACT CONFIDENCE EASE DOWNLOAD THE SPREADSHEET HERE: bit.ly/planilhabrauliomedina
  18. 18. A.A.R.R.R. PIRATE METRICS Dave McClure - 500 Startups
  19. 19. RETENTION METRICS
  20. 20. ½ of the product resources should be invested in the 1st user experience James Currier (Nfx.com - Network effect) 1ST USER EXPERIENCE - ONBOARDING
  21. 21. ONBOARDING BEST PRACTICES YOU CAN GET INSPIRED HERE: uxarchive.com/tasks/onboarding
  22. 22. PRODUCT-MARKET FIT (Sean Ellis Test) 25% < X < 40% Would you be disappointed if [PRODUCT] would no longer exist tomorrow? > 40% < 25%
  23. 23. PRODUCT-MARKET FIT (Retention Curve)
  24. 24. ACTIVATION METRICS EXAMPLES: Conversion (Traffic => Leads) Conversion (Leads => Customer) Conversion Rate Optimization (CRO) IS THE NAME OF THE GAME
  25. 25. A/B TESTING IS KEY
  26. 26. WHICH ONE IS BETTER?
  27. 27. USE AN A/B CALCULATOR TO RUN CONSISTENT TESTS Evan Miller A/B Sample Size Calculator: https://www.evanmiller.org/ab-testing/sample-size.html CXL A/B Test Calculator: https://conversionxl.com/ab-test-calculator/
  28. 28. ACQUISITION METRICS CAC - Cost of Acquisition of a Customer LTV - Lifetime Value of a Customer Rule of Thumb: CAC < 30% of LTV
  29. 29. ACQUISITION DISTRIBUTION 70% of customer acquisition happens in ONE channel for early stage startups Source: Brian Balfour
  30. 30. EXAMPLE 1: E-COMMERCE WITH 1.000 NEW USERS PER MONTH Jan Fev mar Abr mai Average Monthly Revenue (US$) 5,0 4,50 4,33 4,25 4,50 ANALYZE COHORTS
  31. 31. EXAMPLE 2: E-COMMERCE WITH 1.000 NEW USERS PER MONTH COHORT Jan Fev Mar Abr Mai Jan 5 3 2 1 0,50 Fev 6 4 2 1 Mar 7 6 5 Abr 8 7 Mai 9 Jan Fev mar Abr mai Average Monthly Revenue (US$) 5 4,5 4,33 4,25 4,5
  32. 32. REVENUE OPTIMIZATION Don't be afraid to experiment with pricing If you have any doubt, raise your price
  33. 33. REFERRAL METRICS (VIRALITY) VIRAL MARKETING FOR ENTREPRENEURS: https://www.forentrepreneurs.com/l essons-learnt-viral-marketing/
  34. 34. MEMBER GET MEMBER HACK
  35. 35. MGM VIRAL LOOPS Você pode dar várias categorias de prêmios para os clientes que forem convidando outros clientes Nós fizemos isso na Black Friday e conseguimos 5.000 Emails ...em uma semana!
  36. 36. MGM VIRAL LOOPS
  37. 37. NEWS BOOSTING HACK QUANDO VOCÊ APARECER NA IMPRENSA, POSTE NA SUA PÁGINA DO FACEBOOK E IMPULSIONE O LINK PARA UMA AUDIÊNCIA ESPECÍFICA
  38. 38. THE NORTH-STAR METRIC it's a specific metric that best captures the core value your product delivers to customers.
  39. 39. EXAMPLES OF NORTH-STAR METRICS Nights booked (value for hosts and guests every time a night is booked) DAU - Daily Active Users WAT - Weekly Active Teams
  40. 40. LEADING X LAGGING
  41. 41. LET'S INVESTIGATE FOR LEADING METRICS THAT CHANGE THE NORTH STAR METRIC
  42. 42. MVT (Minimum Viable Test) HYPOTHESIS: Professional Fotos help AirBnb EXPERIMENT: Send 20 photographers to help MEASURE: Compare with a control group DECIDE: Roll out to all users
  43. 43. THIS WAS A SUCCESSFUL EXPERIMENT
  44. 44. HOW DO WE GENERATE IDEAS TO TEST AND FIND IMPORTANT LEADING METRICS?
  45. 45. KNOWLEDGE DISCOVERY IN DATABASES FORMULAR VÁRIAS HIPÓTESES MENSURAR CORRELAÇÕES ENTRE HIPÓTESES E A NORTH STAR METRIC TESTAR SE SÃO RELAÇÕES DE CAUSA=>EFEITO
  46. 46. ICE CREAM SALES => FOREST FIRES ?
  47. 47. ONE METRIC THAT MATTERS => NORTH STAR METRICS Usuário adiciona 7 amigos dentro de 10 dias (Chamath Palihapitiya) Usuário coloca pelo menos 1 arquivo dentro de uma pasta em um dispositivo (ChenLi Wang) Usuário segue uma quantidade X de pessoas e uma certa % dessas seguem de volta (Josh Elman) Usuário consegue X conexões em Y dias (Elliot Schmukler)
  48. 48. A ESSA MÉTRICA-CHAVE COM ALTÍSSIMA CORRELAÇÃO COM A MÉTRICA NORTH STAR, DAMOS O NOME DE OMTM (One Metric That Matters)
  49. 49. LIVING A DATA DRIVEN LIFE
  50. 50. CHOOSE YOUR BEST PHOTO
  51. 51. TRACK YOUR HEALTH
  52. 52. MEASURE YOUR RESULTS: >10M VIEWS IN 2018 on LINKEDIN
  53. 53. PORTUGAL
  54. 54. BRAZIL
  55. 55. LET'S GET TOGETHER! Join one of the biggest growth communities in the World! PS: you need to answer the questions to get approved
  56. 56. DO YOU HAVE FACEBOOK MESSENGER?
  57. 57. MEUS CONTATOS brauliomedina@growthteam.com.br +55 21 988205227 Link da Apresentação: bit.ly/medinadigitalkspt

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