Data & Analytics
Data helps create a framework around which the team can have the ability to test out-of-the-box strategies.
Growth strategy is grounded in data; it is what enables us to focus our achieving company objectives and aligns all operations and KPIs towards a single North Star.
There are quite literally thousands of variables that have an impact on growth across each channel and product. Understanding and measuring these variables enables a growth team to identify opportunities, develop solutions, and analyze results.
Advanced Google Analytics
We generally use Google Analytics for most of our points of truth about cohorts and sessions. By integrating tools like Tag Manager, we are able to get a robust and easy view of our product and revenue performance and channel mix.
I pay particular attention to how different traffic behaves after landing on a page. This enables us to design new tests either with targeting, landing or messaging appropriately.
In marketplaces, we tend to set-up advanced ecommerce attribution using tag manager.
Fro CommonGenius, This dashboard ultimately helped us determine which campaigns to focus on in the short-term, and plan a longer-term subscription model pivot after finding a misfit quickly between the model and the market.
Google Tag Manager is a mission critical tool for performance marketers and often one of the first items that we work on when starting a new project. Tag manager enables us to pass event data from the site to advertising and analytics dashboards. With this data, we can optimize lookalike audiences and bid spreads. We can attach attribution back to specific ads and channels. We can also define cohorts and critical actions. We can even pass data and events on to marketing automation, CRM and retargeting platforms.
From an operational perspective, it also becomes easy for marketing team to deploy new tools and perform some technical SEO work that wouldn’t be possible without tying up engineering resources.
User Tracking with MixPanel
Through Google Tag Manager, we are able to deploy tools like MixPanel which enables us to analyze user cohorts over time. Using this data, for instance, we found that customers very rarely purchased on their first visit to CommonGenius. Knowing this, we were able to design funnels that more heavily leaned on retargeting and collecting emails for drip campaigns.
We were also able to determine behaviors that increased the likelihood of a user converting off retargeting — search and profile views. We then were able to create campaigns around these specific actions with near 1-to-1 creative.
Attribution & Analytics Installation
Data and analytics in and of themselves have no value; it is the ability make better, faster decisions and create more relevant funnels that makes data the cornerstone of any growth plan.
This means ensuring that data from the product and tools are shared between dashboards and teams effectively. For instances, passing product data and value tied to individual customer events enables the facebook ads buyer to more effectively place bids and create more relevant retargeting groups.