Upload
turing-festival
View
350
Download
0
Embed Size (px)
Citation preview
📈 🚀Andy Young, 500 Startups / Freelance
Turing Festival 2016
Analytics tools and tips for marketers in 2016
Data-driven Growth
Andy Young - @andyy - http://bit.ly/analytics-turing
Hi, I’m Andy!@andyy
#fb
Photo by Dan Taylor - [email protected]
Andy Young - @andyy - http://bit.ly/analytics-turing
Agenda
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing 🤔Why analytics?
Andy Young - @andyy - http://bit.ly/analytics-turing
Don’t start with the data
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS• Drowning in data
• Not identifying key questions to answer
• Not starting withclear hypotheses
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS• Drowning in data
• Not identifying key questions to answer
• Not starting withclear hypotheses
Andy Young - @andyy - http://bit.ly/analytics-turing
We need to know how we’re doing
Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product • Individual experiments, campaigns, channels, customer segments
We need to know how we’re doing
Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product • Individual experiments, campaigns, channels, customer segments
We need to know how we’re doing
• What is working? • What is not? • Where to focus for improvement?
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics Pros..
• Start with a hypothesis • Identify, collect + analyse necessary relevant data • Conclude & action • Iterate, revise
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics for Growth📈
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth?
•More users
•More revenue
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques• Early stage:
- innovation accounting (Lean Startup)- cohort analysis
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques• Early stage:
- innovation accounting (Lean Startup)- cohort analysis
• Growth stage: - growth accounting- customer segmentation- channel analysis - funnel economics
Andy Young - @andyy - http://bit.ly/analytics-turing
Early stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Are we getting traction?
Andy Young - @andyy - http://bit.ly/analytics-turing
“Traction is the rate
at which monetizable value
is extracted from customers”
Andy Young - @andyy - http://bit.ly/analytics-turing
Innovation accounting?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cohort analysis?
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
👌👉 http://bit.ly/social-capital-growth-accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Funnel performance?
Andy Young - @andyy - http://bit.ly/analytics-turing
As marketers we need to understand
the full funnel
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage
Which channels bring the most customers?
Which channels bring the best customers?
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to pay per click?
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to pay per click?
..as much as possible?!
Outspend competitors
Activate new channels
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation & channel performance
For different groups of customers:
• Where do they come from?
• How do they behave?
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentationUsers acquired via different channels
will have different behaviours
Different cohorts will have different experiences of your product
Different users will have been exposed todifferent A/B tests
Andy Young - @andyy - http://bit.ly/analytics-turing
These are all properties of your users
UTM tags: source, medium, campaign, terms Landing page Signup time
A/B test buckets Referrer
Viral source
Customer segmentation
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying direct traffic?
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying direct traffic?
🙄
Andy Young - @andyy - http://bit.ly/analytics-turing
Tag all the things!Aim: map all Direct + Referral traffic to a specific source/medium
Do this for Email, Social,Offline(!)..
Tagging guide:- bit.ly/tagging-guide- bit.ly/utm-reference
Andy Young - @andyy - http://bit.ly/analytics-turing
Landing page: often a big clue to source
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device? Offline channels?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
• Common pattern: Research on mobile/tablet, purchase on tablet/desktop
• Challenge: attribution on mobile
• We need: unique identifying informationE.g. email, mobile/cell #
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device attribution?
https://www.twilio.com/blog/2012/11/increase-app-downloads-with-mobile-app-distribution-powered-by-twilio.html
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the attribution blanks..
https://twitter.com/cannonjw/status/432586695490670592
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the attribution blanks..
✌
https://twitter.com/cannonjw/status/432586695490670592
Andy Young - @andyy - http://bit.ly/analytics-turing Geographic A/B tests
https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
Andy Young - @andyy - http://bit.ly/analytics-turing
Brand vs. non-brand terms for organic + paid search channels
Andy Young - @andyy - http://bit.ly/analytics-turing
Channel Groupings
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
• First touch: grow our audience reach
• Subsequent touches: grow our conversion rate %
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns FAIL
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns fail
..but most every failed campaign will contain partial successes
• Plan in advance: how will we knowat which point in the user journey a campaign failed?
• Do things that don’t scale
Andy Young - @andyy - http://bit.ly/analytics-turing
Pulling this all together
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing
What to track?• Discovery / Acquisition • Activation • Engagement • Conversion / Purchase • Retention • Referral
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
¯\_( )_/¯
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
• DashboardsGeckoboard, Klipfolio
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
• DashboardsGeckoboard, Klipfolio
• Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
• DashboardsGeckoboard, Klipfolio
• Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
• DashboardsGeckoboard, Klipfolio
• Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
• PlatformsGoogle Firebase, AWS Mobile Analytics
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analyticsMixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attributionBranch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific Flurry, Swrve, Leanplum
• A/B testingOptimizely, WVO, Google Content Experiments, StoreMaven
• Querying & ChartingMode, Periscope, Tableau, RJMetrics, Statsbot
• DashboardsGeckoboard, Klipfolio
• Audience demographics, interests & rankingsQuantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push NotificationsMarketo, Hubspot, AppBoy, Kahuna
• PlatformsGoogle Firebase, AWS Mobile Analytics😱
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?• What functionality do you need?
• Who will be using it? Devs, data scientists, product folks, marketing people?
• How do you want to use it? Analysis, reporting, dashboards..
• Which platforms? Web, mobile, server?
• Which other tools/data do you need to integrate with?
• What data volumes? Data points, events per second, data points per month.
• Budget?
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
Things to be wary of:
• Data lock-in, future portability
• Building your own
Andy Young - @andyy - http://bit.ly/analytics-turing
Tools are not a panacea
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Quality of your tracking implementation
- Coverage/depth
- Accuracy/lack of bugs
Andy Young - @andyy - [email protected]
Use a tag manager
Andy Young - @andyy - [email protected]
Data collection: Segment.com
Andy Young - @andyy - http://bit.ly/analytics-turing 👉 http://sitehound.co
Free code!
Andy Young - @andyy - http://bit.ly/analytics-turing
What makes a good dashboard?
Andy Young - @andyy - http://bit.ly/analytics-turing 👉 http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth model spreadsheet
• Review weekly - zoom out vs. zoom in • Share with whole team • Use to predict and prioritise • What to look at daily vs. weekly vs. monthly
👉 http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-turing
Metrics are people too
Every metric should be measured inunique people
or % conversion
Andy Young - @andyy - http://bit.ly/analytics-turing
Joining the dotsPlugging all these tools and platforms together
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
• Forcing function to ensure we: • learn what works • understand the data • need the data
• Paste weekly into a Google Sheet/Excel
Andy Young - @andyy - http://bit.ly/analytics-turing
Automate over time to reduce effort
Andy Young - @andyy - http://bit.ly/analytics-turing
Plumbing for automation
• Zapier, Tray.io • Supermetrics, Blockspring for Google Sheets/Excel • Segment.com • Own database/data warehousing - AWS RDS/Redshift • Custom queries - Tableau, Periscope etc
Andy Young - @andyy - http://bit.ly/analytics-turing
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics.. - analytics in the real world
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of (Analytics)
Grief
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
•Denial
Andy Young - @andyy - http://bit.ly/analytics-turing
FB ad clicks vs.
GA visits
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
•Denial
•Anger
Andy Young - @andyy - http://bit.ly/analytics-turing
Mixpanel vs. own database
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
•Denial
•Anger
•Bargaining
Andy Young - @andyy - [email protected]
Measure Twice: Compare data across different tools
https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
•Denial
•Anger
•Bargaining
•Depression
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did it all go wrong?
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did it all go wrong?• The data is bad
• Our definitions are wrong
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up• Absolute truths
• Signups, Transactional data, UGC, data from our own DB
• Lossy/noisy measurements
• Client-side tracking: GA, Mixpanel/Amplitude etc
• Nuanced definitions
• Uniques vs. totals, funnel conversion rates
Andy Young - @andyy - http://bit.ly/analytics-turing
Even if the numbers do add up, they are still often misleading
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
Google Analytics vs. Mixpanel
• Definition of unique user - cookie rules
• Ad/tag blockers
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
• Page did not finish loading- e.g. tag manager, or user gave up & hit back button
• Cross-browser JS bugs
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
•Denial
•Anger
•Bargaining
•Depression
•Acceptance
Andy Young - @andyy - http://bit.ly/analytics-turing
3-5% discrepancies between platforms?
Roll with it.
Andy Young - @andyy - http://bit.ly/analytics-turing
Large (>5%) difference?
Debug/analyse to figure out why
Andy Young - @andyy - http://bit.ly/analytics-turing
Secrets to successful analytics
• Start with your questions / hypotheses
• Be precise about what to measure, and why
• Plan in advance, simplify
• Automate required work for weekly/monthly calculations
• Document all analysis with simple bullet-points
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers tell us What
They don’t tell us Why
Thanks, & good luck!@andyy // [email protected]
Slides: bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
References & further reading
• My more in-depth analytics presentations: Slideshare, YouTube
• KPI google sheet
• SiteHound website tracking javascript library
• UTM Tagging Guide
• Lean Analytics
• Social Capital blog posts: - Accounting for User Growth