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Measuring for Engagement

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Presented at the Habit Summit, this talk covers how to measure how engaged your users are.

Publié dans : Données & analyses
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Measuring for Engagement

  1. 1. Measuring For Engagement 1 John Egan Lead Growth Engineer @ Pinterest
  2. 2. 2 New Users MAUs Dormant Users
  3. 3. 3 New Users MAUs Dormant Users
  4. 4. 4 New Users Dormant Users Core Casual Marginal
  5. 5. 5 New Users MAUs Dormant Users
  6. 6. 6 • Retail shopping rewards app • Led Growth Engineering team • Grew from 1MM to 8MM users in 3 years • Acquired for $200MM • Visual discovery & bookmarking • Eng lead for R&R team • Increased mobile WAUs by 20% • Increased mobile signups by 10%
  7. 7. Activation 7
  8. 8. Retained MAUs • Percentage of new signups that are still using the app a month later • Figure out what a good retention number is for your industry 8
  9. 9. 1d7s • Percentage of new signups that use the app 1 or more times in the week following signup • Quicker to run experiments with • At Pinterest this is highly correlated with user’s long-term retention 9
  10. 10. Cohort Heatmap 10Source: Placeholder Numbers
  11. 11. Cohort Heatmap 11Source: Placeholder Numbers
  12. 12. Cohort Heatmap 12Source: Placeholder Numbers
  13. 13. Engagement 13
  14. 14. One Key Engagement Metric Medium: Total Time Spent Reading (TTR) Twitter: MAUs with 7+ visits a month (7d28s) Uber: Weekly Trips Facebook: WAUs with 6+ visits a week (6L7s) Pinterest: Weekly Active Repiners or Clickers (WARCs) 14
  15. 15. Finding Your Key Engagement Metric 1) What are the actions a user has to take to get value from your product? 2) What is the frequency someone need to use your product 15
  16. 16. User States Core: Active multiple times a week Casual: Active once or twice a week Marginal: Active a couple times a month New: Joined in the past 28 days Dormant: Not active for 28 days Resurrected: Was dormant, but became active again in the past 28 days 16
  17. 17. Badging Holdout Experiment 2:50 PM 100% 17
  18. 18. Measuring Effect on Engagement 18
  19. 19. *AU Ratios 19
  20. 20. 20 DAU MAU DAU/MAU ratio Knighthood 30,014 389,583 7.70% RockYou Pets 50,482 582,720 8.66% Tetris Friends 100,404 841,223 11.94% Superpoke Pets 299,505 2,296,175 13.04% Mobsters 539,012 3,431,063 15.71% Vampire Wars 687,067 3,794,869 18.11% Country Story 1,647,763 8,097,356 20.35% Fish World 2,084,358 8,581,587 24.29% Pet Society 5,046,347 20,480,397 24.64% Mafia Wars 6,473,504 25,431,622 25.45% Restaurant City 5,033,468 17,250,419 29.18% Cafe World 7,409,711 22,062,364 33.59% Courtesy Social Times & Nabeel Hyatt
  21. 21. Retention & Resurrection 21
  22. 22. Measuring Engagement for Emails/Push • Positive measures of quality - Must lift key engagement metric - Minimum required CTR rates • Negative measures of quality - App deletions - Spam reports - Unsubscribes 22
  23. 23. Experiment Segmentation 23
  24. 24. All Users 24
  25. 25. Marginal Users (~1 month) 25
  26. 26. Core Users (multiple times a week) 26
  27. 27. Wrap Up • 1d7s to experiment on activation • Cohort heatmaps to track new user retention curve • Define your key engagement metric • Use user states to understand how engaged users are • Make sure emails/notifications for true engagement • Use segmentation for experiments & metrics in general Confidential 27
  28. 28. John Egan Growth Blog: jwegan.com Email: jwegan@gmail.com Twitter: @jwegan_com Pinterest: pinterest.com/jwegan 28

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