Data-driven growth at startups

Hyper Island, Sep 1 2015 Lisa Enckell, @enckelli

Focus groups Surveys Sampling “Gut feel”

Market research is nothing new

Real user behavior

Three ways marketers use data at startups

What’s good for the business

1. Keeping track

vs What makes us look good

Weekly health check

1. Keeping track

Spot early trends and stay curious!

1. Keeping track

Product features  Emails and notifications Marketing campaigns and channels

2. Performing experiments

3. Automating user communication

On-boarding Retention (decrease churn) Up-sell/engagement

3. Automating user communication

Trigger/sender Automatic Manual

App to user Welcome emails Receipts

Campaigns Product updates

User to user Anniversaries Birthdays

In-app messages Invites to non-users

Who should do the work?

Data in the organization

1. Make it accessible and available for everyone!

Data in the organization

2. Everyone should and could be data-drivenNew features and A/B-tests (product manager/developers)Conversions (product manager/marketer)Response times (back-end)KPIs and trends (marketing/leadership)Campaigns and acquisition (marketing)User insights (marketing/support/product)Notifications and emails (marketing)Recruiting time (HR/leadership)Sales cycles, up-sell and on-boarding time (sales)

Viral growth

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The viral loop

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Desire to share

The viral loop

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Desire to share

On-ramp

The viral loop

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Desire to share

On-ramp

Branching factor

The viral loop

Viral factor K = I・C

Invites I Conversion rate C Cycle time p

Given that I get a new customer today, how many new customers will they bring in over the next p days?

0 5 10 15 20

0

50

100

150

200

K = 1.2

K = 1.1

K = 0.5

For different values of viral factor K

Users

Weeks

0 5 10 15 20

0

100

200

300

400

500

p = 0.5

p = 1

p = 2

For different lengths of cycle time

Users

Weeks

Maximize viral factor K = IC

Maximize no of invites I Maximize conversion rate C

Minimize cycle time p

In summary:

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Wrapp’s viral loop

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Wrapp’s viral loop

Win-win-win

Why people share

Thank you!

Lisa Enckell, @enckelli