Sujan Patel & Dennis Still of WhenIWork.com present how Marketing & Analytics can work together for rapid growth.

1. Rapid Growth
Driven by Analytics
SUJAN PATEL | DENNIS STILL

2. Sujan Patel
VP of Marketing @ When I Work
Author of Growth Hacking book:
100DaysofGrowth.com
Avid Blogger at SujanPatel.com
Twitter: @sujanpatel

3. Dennis Still
Head of Analytics @ When I Work
Experience “doing” data and
analytics across enterprise,
startups, and non-profits
MinneAnalytics “long-time fanatic”
Twitter: @denstill

4. Agenda
• Define Your Funnel
• Growth Framework
• Analytics Framework
• Rinse and Repeat
• Growth + Analytics = Marriage Made to Last

5. What is Growth?
Growth
Analytics Marketing Product Raw Data

6. The Funnel

7. Define Your Funnel, Our Funnel is…
Paying Customers
Visitors
Trials
$

8. Define Your Funnel, Our Funnel is…
Visitors
Trials
Active Trials
Engaged
Trials
Paying Customers
Happy Customer Telling Their Friends
Churn

9. Now We Can Start
Looking for Areas
of Improvement

10. Find new channels
(Adwords, SEO, radio, etc)
AREAS OF IMPROVEMENT

11. Improve visitor to trial
conversion rate
AREAS OF IMPROVEMENT

12. Increase the number of
trials that are actively using
the product
AREAS OF IMPROVEMENT

13. Increase the number of
active trials to come back
and become engaged
AREAS OF IMPROVEMENT

14. Improve engaged
Trial to paying customer
conversion rate
(Think of this as an e-commerce check out flow)
AREAS OF IMPROVEMENT

15. Find ways to turn customers
into happy customers
(Network effect)
AREAS OF IMPROVEMENT

16. Find ways to reduce churn
AREAS OF IMPROVEMENT

17. Growth Framework

18. Growth Identify
weaknesses and
friction points
Hypothesize
causes
Brainstorm
ideas and
solutions
Deploy and
measure
Scale or kill
Define the test,
metrics and
timeframes
Growth Framework
1 2 3
4 5 6

19. Biggest Weaknesses
Least amount of effort to fix
Priorities
How to Prioritize
+
=

20. Growth at
When I Work

24. Analytics
Framework

25. When this guy shows up and
starts talking about rapid Growth
and Growth Hacking…

26. smile
Scientific Method Is Literally Everything

27. Examine &
Define Business
Questions
Determine
Best Hypothesis
to Test Said
Question
Test Best
Data You Have
or You Want
Interpret &
Report Findings
Rinse &
Repeat Process
Analyze Data
Analytics Framework
1 2 3
4 5 6

28. Examine & Define
Business Question
THE BIG WHY?
ANALYTICS FRAMEWORK

29. 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”

30. Test Best Data You
Have or You Want
ANALYTICS FRAMEWORK

31. Analyze Data
Diving In, Exploring, and Examining Trends
ANALYTICS FRAMEWORK

32. Interpret & Report Findings
Tell It EXACTLY Like It Is
ANALYTICS FRAMEWORK

33. Rinse & Repeat Process
Again, Again, Again
ANALYTICS FRAMEWORK

34. Analytics at
When I Work

35. Analytics: Excel Upload
10.5%
AVG
Conversion rate
15%
Sales
Conversion rate
38%
Excel Upload
Conversion rate

36. Analytics: 14-Day Trial
Growth 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”

37. 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

38. Constant Evolution

39. 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

40. Questions
Sujan Patel
@sujanpatel
Dennis Still
@denstill