GROWTH AND ANALYTICS, APPROACHES TO LEARNING QUICKLY WITH BIG OR SMALL DATA

1. Growth Hacking Forum:
Approaches to learning quickly from
Big Data and Small Data
Peter Fishman
11/1/17

2. My Background

3. My Recipe for Growth Hacking
• Track the right things
• Create a culture of testing
• Do simple analysis
• Pass the eye test
• Understand the customer
• Fast, frequent, accurate feedback
• Bet into your data
• Beware of the Ted Williams Shift

4. Track the right things…

5. Create a Culture of Testing…

6. Do Simple Analysis…

7. Hall, Kendrick, Nosko (2015)
“push a button and get a ride in minutes”
It must pass the Eye Test

8. Customer response Driver response

9. Natural Experiment (NYE Technical Glitch)

10. (Try to) Understand the customer decisions…
• Online-only – $59.00
• Print + Online – $125.00
• Print-only – $125.00

11. Fast, frequent, accurate…

12. Bet into your data

13. Beware of the Ted Williams Shift…
“But what if I bunt during an
at bat when I would have hit
a homerun?”

14. Thank You, Any Questions?

15. Backup Slides

16. Write equations that cancel…
Revenue =
Users
Install/
User
DAU/
Install
Payer/
DAU
Revenue/Pay
erx x x x
Virality
Monetization
Components of “lifetime value” = Revenue/User
RetentionUser Acquisition
DAUs

17. “Hope Score”
• Number of employees
• Seasonality
• # of cases in 1st 30 days
• # of cases with >24 hr
resolution
• PTO, LTD, other features

18. Hope Score vX
Build the
model
Validate
Talk to
Stakeholders

19. There are many more estimation problems
• What lead is most likely to respond to marketing
activity?
• What potential customer is likely to convert?
• What customer is likely to create cases?
• What spokes help minimize churn?

20. “Can you ‘knock the socks off’ of the company
in 90 days?” -- DJ Patil (2011)
“It’s important to understand that doing
something mind-blowing in 90 days is a team
goal, as much as an individual goal.”
Knock the Socks Off the Company

21. Think like a scientist
HT: Christian Rudder

22. “That which is measured improves”
- Pearson’s Law

23. Geek is the new cool
“If you ever go bar hopping, who do you want
to take with you? You want a slightly uglier
version of yourself. Similar… but slightly
uglier.” – Dan Ariely