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Funnel analysis Cohort analysis

Author: seonggwan-lee

Post on 13-Jul-2015

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  • Funnel analysis

    Cohort analysis

  • ?

    Funnel analysis

  • Funnel() Analysis:

    =

  • graph .

  • Funnel() Analysis: 3

    1. 2. 3.

  • Referral

    1.

  • Referral

    Activation

    Retention

    Acquistion

    2.

  • Referral

    Activation

    Retention

    Acquistion

    50%

    40%

    20%

    100%

    50%

    10%

    20%

    3.

  • Funnel() Analysis:

    step

    cs, user interview, support email, product bug, design change, step re-ordering

    , !

    Activation

    Retention

    Acquistion

    !

  • Funnel() Analysis: step KPI

    funnel KPI .

    Revenue

    Trial

    Traffic

    2M

    100%

    25%

    10% x 2.5

    x 45M

    20M

  • / /

  • / /

  • Fundamental Question 1. 2. 3. / 4.

    , growth funnel

  • ?

    Cohort analysis

  • cohort :

  • cohort analysis

  • cohort analysis:

    user . user group .

  • cohort : ?

    ?

  • metric: ?

    ?

  • 2014.2 2014.3

    weekly montly

    daily X

    cohort anlaysis

  • cohort anlaysis - retention

  • cohort retention

    cohort anlaysis - retention

  • User retention # tweet

  • drop , stable

  • coho

    rt

    cohort retention

    cohort anlaysis - retention

  • 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 >

  • 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 >

  • Leading indicator

  • engaged user vs. churned user

    User engagement cohort analysis: Leading indicator

    Facebook / 7 friends in 10 days

  • Leading indicator Facebook / 7 friends in 10 days

    Actions new user experience (nux)

    e-mail contact importing - Octazen

  • User engagement

    User retention

  • User engagement

  • Funnel analysis

    Cohort analysis

    ?

    ?

  • 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/