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adamfodonnell
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Test

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  1. The Science of Growth We’re hiring! Contact krudin@google.com Ken Rudin Head of User Growth @ Google Confidential & Proprietary Confidential & Proprietary

  2. 80% of new products fail -- Clayton Christensen, Harvard Business School Confidential & Proprietary

  3. Growth is the Scientific Method applied to moving a metric Confidential & Proprietary

  4. The Scientific Method Observe Hypothesize Experiment Confidential & Proprietary

  5. The Growth Process Understand Identify Experiment Confidential & Proprietary

  6. The Growth Process Understand Identify Experiment Iterate Confidential & Proprietary

  7. Understand // Goal: Understand Key Growth Levers Confidential & Proprietary

  8. Understand // Goal: Understand Key Growth Levers // Growth Levers: Things you can optimize that move growth metrics Confidential & Proprietary

  9. 1. North Star metric // Defines growth ←reflects user value // One metric ←creates focus Confidential & Proprietary

  10. 2. User Flows Confidential & Proprietary

  11. 3. Growth Model Example: Example: DAU = (new users) + (returning users) North Star metric Inputs Confidential & Proprietary

  12. 3. Growth Model Example: Example: DAU = (new users) + (returning users) new users = ( (app store visitors from viral invites) + (app store visitors from mobile ads) + (app store visitors from marketing/PR) ) * (app store download conversion rate) * (onboarding/activation completion rate) returning users = (return users from notifications) + (organic returns) Confidential & Proprietary

  13. 3. Growth Model Example: Example: DAU = (new users) + (returning users) new users = ( (app store visitors from viral invites) + (app store visitors from mobile ads) + (app store visitors from marketing/PR) ) * (app store download conversion rate) * (onboarding/activation completion rate) (returning users) * (invites sent per returning user) * (invite CTR) app store visitors from viral invites = returning users = (return users from notifications) + (organic returns) Confidential & Proprietary

  14. Identify // Goal: Identify ideas for moving growth levers Confidential & Proprietary

  15. Growth levers are easier to move North Star metric Growth lever Confidential & Proprietary

  16. Identify ideas for moving growth levers // Every “What” needs a “Why” Confidential & Proprietary

  17. Identify ideas for moving growth levers // Every “What” needs a “Why” // Why = Emotion (not logic) Confidential & Proprietary

  18. Principle: Goal Gradient Version 1 Version 2 Confidential & Proprietary

  19. Principle: Goal Gradient Version 1 Version 2 +78% completed punch cards Confidential & Proprietary

  20. Goal Gradient applied Original Confidential & Proprietary

  21. Goal Gradient applied Redesigned Confidential & Proprietary

  22. Principle: Intrinsic vs Extrinsic motivation Confidential & Proprietary

  23. Intrinsic vs Extrinsic motivation applied Original Financial incentive only Intrinsic only Confidential & Proprietary

  24. Intrinsic vs Extrinsic motivation applied Original Financial incentive only Intrinsic only +50% CTOR +80% 30-day spend Confidential & Proprietary

  25. Experiment and Iterate // Goal: Test ideas and learn Confidential & Proprietary

  26. Iteration multiplies impact and learning Confidential & Proprietary

  27. Understand Identify Experiment // North Star metric // User Flows // Growth Model // Ideas to move levers // “What” & “Why” // Run experiments // Analyze // Iterate Result: Higher Impact Growth Initiatives Confidential & Proprietary

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