스타트업 데이터분석 - 퍼널분석과 코호트분석
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Funnel analysis
Cohort analysis
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?
Funnel analysis
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Funnel() Analysis:
=
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graph .
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Funnel() Analysis: 3
1. 2. 3.
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Referral
1.
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Referral
Activation
Retention
Acquistion
2.
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Referral
Activation
Retention
Acquistion
50%
40%
20%
100%
50%
10%
20%
3.
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Funnel() Analysis:
step
cs, user interview, support email, product bug, design change, step re-ordering
, !
Activation
Retention
Acquistion
!
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Funnel() Analysis: step KPI
funnel KPI .
Revenue
Trial
Traffic
2M
100%
25%
10% x 2.5
x 45M
20M
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/ /
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/ /
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Fundamental Question 1. 2. 3. / 4.
, growth funnel
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Cohort analysis
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cohort :
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cohort analysis
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cohort analysis:
user . user group .
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cohort : ?
?
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metric: ?
?
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2014.2 2014.3
weekly montly
daily X
cohort anlaysis
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cohort anlaysis - retention
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cohort retention
cohort anlaysis - retention
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User retention # tweet
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drop , stable
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coho
rt
cohort retention
cohort anlaysis - retention
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0 1 2 3 4 5
3 1 200 60% 40% 30% 28% 27%
3 2 200 75% 44% 30% 28%
3 3 200 50% 55% 30%
3 4 200 70% 55%
4 1 200 75%
4 2 200
.
!
< retention rate >
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0 1 2 3 4 5
3 1 200 60% 67% 75% 83% 90%
3 2 200 65% 65% 78% 68%
3 3 200 70% 61% 71%
3 4 200 75% 57%
4 1 200 80%
4 2 200
.
!
< retention rate >
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Leading indicator
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engaged user vs. churned user
User engagement cohort analysis: Leading indicator
Facebook / 7 friends in 10 days
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Leading indicator Facebook / 7 friends in 10 days
Actions new user experience (nux)
e-mail contact importing - Octazen
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User engagement
User retention
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User engagement
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Funnel analysis
Cohort analysis
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?
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Reference
http://engineering.pinterest.com/post/86533331849/how-pinterest-drives-sustainable-growth
Pinterest
Facebookhttp://www.quora.com/Facebook-Growth-and-Traction/What-are-some-decisions-taken-by-the-Growth-
team-at-Facebook-that-helped-Facebook-reach-500-million-users#
Cohort Analysishttp://www.keplarllp.com/blog/2012/04/cohort-analyses-for-digital-businesses-an-overview
http://www.linkedin.com/today/post/article/20130917162943-4444200-the-3-key-cohort-analyses-for-measuring-your-startup-s-product-performance
Twitter
http://techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective-2/