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Willix Halim
Vice President of Growth & Analytics
Freelancer.com
email: [email protected]
twitter: @willixh
Growth With Data-Science
You are here
This talk is compiled from posts by Andrew Chen,
Mattan Griffel, Noah Kagan, Dave McClure,
Matt Barrie as well as my own experience
There was HOTMAIL
Hotmail
Sabeer Bhatia & Jack Smith set up Hotmail on
July 4, 1996
Hotmail
And so IT WAS BORN
$300,000
Hotmail
But the initial growth was marginal
• Billboards • Radio Ads • TV Ads
Hotmail
What about???
Hotmail
“PS: I love you . Get your free e-mail at Hotmail” at the bottom of each-email
Hotmail
Hotmail
3,000 new users each day
6 months -> 1 million users
Hotmail
5 weeks later -> 2 million user mark
1.5 years after launch, 12 million users
~$400,000,000 acq.
*70 million internet users at the time
Hotmail
HOTMAIL is not OUTLIER!!!
Hotmail
Viddy & Social Cam
• 350m users in 6 years
• 800m users in 8 years
• 100m users in 45 days?!?
Growth Scale
Many More
SO WHAT IS GROWTH HACKING???
Growth Hacking!!!
A Growth Hacker is a person whose true north is growth – Sean Ellis , Startup Marketing Blog
Growth Hacker is the new VP of Marketing – Andrew Chen
Growth Hacker are a hybrid of marketer and coder – Andrew Chen
Growth Hacking!!!
New VP of Marketing
GROWTH HACKER IS THE NEW VP OF MARKETING
Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. On top of this, they layer the discipline of direct marketing, with its emphasis on quantitative measurement, scenario modeling via spreadsheets, and a lot of database queries. If a startup is a pre-product/market fit, growth hackers can make sure virality is embedded at the core of a product. After product/market fit, they can help run up the score on what’s already working.
Andrew wrote about AirBnb Growth Hacker
Invented Airbnb “Post to Craiglist” feature
NO API!!!
AirBnb Growth Hacker
Matt’s Quote
GROWTH HACKING IS BLEEDING EDGE - Matt Barrie
The bleeding edge today is Growth Hacking & Data Science, and it’s where statistics, computer science and marketing meet. Growth hacking quintessentially looks for platforms that provide one to many relationships (one to millions), and develops smart ways to harness them quickly. Tech companies are literally hiring rocket scientists to exploit these channels and acquire customers quickly before they get crowded and the advantage fades as they get costly or restricted. I have a VP Growth, but no VP Marketing. The HBR calls Data Science “The Sexiest Job of the 21st Century”
Ok……And Growth Hacking is???
=Virality =Landing Page Optimization =SEO Engineering =Email Marketing =Customer Resurrection =Customer Acquisition =Firehoses Integration =Behavioural Analysis =Competitor Analysis =Machine Learning Application =Gamification =AdSales / Affiliate Program / etc =Funnel Optimization =A/B TEST =Data Analytics
At the end of the DAY, it is all about
GROWTH hence THE
REVENUE
Growth Hacking!!!
And THAT is a Growth Team - Stanford Graduate - 4 University Medalists - All HD Average - 50% Phds - Quantum Physicist - Mechatronics Engineers - Software Engineers - Machine Learning Expert - Mathematician & Statistician - Electrical/Electronic Engineers
- Product Development - Data Science - Fraud Detection - Customer Experience - Online Marketing
Freelancer.com Growth Team
Some Growth Hacking Stuffs @ Freelancer.com!!!
Covering 234
countries,
regions and
territories
7 Million Users
Growth Hacking!!!
Don’t just track topline and bottom-line
metrics!!!
FUNNEL
FUNNEL FUNNEL
FUNNEL
Funnel Visualization
Traffic Post Project Projects are Good
Projects get Bids Awarded Accepted
Completed
Freelancer.com Funnel
KISSMetrics, Mixpanel, Google
Analytics are great for data
analytics, click analysis n even
funnel visualization
Funnel Visualization Tools
Clear CTAs
Clear CTAs
1 second delay in page response
results in 7% less conversions
Make your site faster!!!
Do 15 A/B Tests a week and you
might just get 1 – 2
improvements
A/B Tests
One of the many reasons you
need Statistician!!!
Statistician
Hire a Mathematician/Physicist
too!!!
Mathematician / Physicist
Regression Analysis Imagine you can build a function of revenue as
attributes that you can tackle individually
Mathematician / Physicist
Hire a Robotic Guy too!!!
Robotics
Scalability & Automation
Robotics
Show dashboard
Oh yeah, Machine Learning!!!
=Fraud Detection
=SNA Analysis
=Click Analysis
=Cluster Analysis
=Recommender System
=Binominal State Classifier for almost everything
=Cluster Analysis
=Sentiment Analysis
Machine Learning
ML Binominal Classifier
• Fraud Detection
• Good/Spam Classification
• Project gets Awarded / Not
• Paying / Non-Paying Users
• Day Trading
• Horse-race Betting
• Medicine
• Terrorist Profiling
• Good / Bad
Competitor Analysis
Everything is in the INTERNET. You just have to analyze and
turn it into tangible metrics………..
Show dashboard
Distribution - Does product really sell themselves?
- If you have great product, it will inevitably reach
consumers? NOT!!!
- You need to distribute your product.
- You still have to get it out to people
- Best product may not win
Mathematics of Distribution - CLV = ARPU * Average Customer Lifetime * Gross margin
- ARPU
- Retention rate -> r
- Average customer lifetime –> 1/1-r
- CPA
CLV > CPA
Identify the fire-hoses
- Kickstarters
- Freelancer.com
- Craigslist/GumTree
- Youtube
- etc
Be THE FIRST TO USE IT!!!
First In First Served
There are just so many fire hoses
What does this all of this mean?
Parabolic growth comes from harnessing distribution firehoses
Facebook Firehose
Apple Firehose
Google Firehose
Reddit Firehose
Other Unconventional Firehoses
Crowdfunding
Broke the CSS!
Virality. Social. Reviews. Friends. Inviters.
CUSTOMER SEGMENTATION???
Conventional Marketing???
IT IS A F***KING LAND GRAB!!! YOU GRAB & CONVERT
EVERYONE!!!
66% OF WORLD POPULATION IS YET TO CONNECT AND
BY 2020, INTERNET USERS WILL GROW
FROM 2 TO 5 BILLION
SEO Almost half of the traffic to Freelancer.com is
organic and we are top 300 websites worldwide
DATA-DRIVEN CULTURE
- When something works or not, you have to get to the bottom of it,
you have to know why!!!
- We ship almost 10 – 30 minor/major fixes EVERY DAY!!!
- Then replicate it to something else
- When you release a product / feature, you have to be able to tie it
into revenue somehow…otherwise, it is just USELESS!!!
We are the global labor exchange
Empowering Entrepreneurs. Globally.
➔ World’s largest outsourcing marketplace
➔ Started May 2009
➔ ~ 7,000,000 users from >234 countries/regions
➔ ~ 4,300,000 posted projects to date (worth over ~ $1,000,000,000)
➔ In top 300 websites globally (Alexa)
Freelancer.com
Freelancer Globally
• 180 employees across Sydney, London, Manila, Buenos Aires
Key Statistics
• Scriptlance.com (Canada) • GetAFreelancer (Sweden) • EUFreelance.com (Europe) • Lime Exchange (USA) • Freelancer Booking Center (Germany) • Freelancer.co.uk (United Kingdom) • Freelancer HK (China SAR) • Freelancer Australia (Australia) • Webmaster Talk (USA)
Acquisitions to Date
Population – 4,330,000 and growing
Covering 234
countries,
regions and
territories
Economy – 4,300,000 Projects so far
Demographics- 20 regional & growing
Languages – ~20 by the end of 2012
Economy – Global
–
Workforce - Bangladesh
–
Workforce - Bangladesh
–
Workforce - Bangladesh
–
Workforce - Pakistan
–
Workforce - Nepal
–
Workforce - India
–
Workforce - Philippines
–
Banking System
We are the sole
provide of bank
accounts to
some freelancers
in emerging
economies
Currencies – 15 and growing. FX.
US Dollar
New Zealand Dollar
Australian Dollar
British Pounds
Hong Kong Dollar
Singapore Dollar
Philippines Peso
Euro
Canadian Dollar
South African Rand
Indian Rupee
Jamaican Dollar
Chilean Peso
Mexican Peso
Indonesian Rupiah
– –
Traffic vs Competitors
Neglects traffic to our 20 regional domains e.g. freelancer.co.uk
Olympics
Popularity vs Competitors
Questions
