how to leverage usage data to drive product messaging and adoption - rachel sprung (productcamp...
TRANSCRIPT
HOW TO LEVERAGE USAGE DATA TO DRIVE PRODUCT MESSAGING AND ADOPTION.
Rachel Sprung | Product Marketing Manager
I learned how to use Excel from my dad’s football pool when I was 10.
@RSprung
RACHEL SPRUNG
1 Introduction
2 Understanding Your Usage Data
3 Pulling Usage Data Using SQL
4 Running Campaigns
5 Conclusion
AGENDA
WHERE DO YOU START?
RESEARCH INTO YOUR USAGE DATA. 1
How many customers are using different parts of my product?
Are there certain points in the product where a customer stops using the product?
How much money are they paying me for the product?
Did a customer test my product in the trial process?
How long has the customer used my product or service?
CREATE A HYPOTHESIS. 2
How do you plan for an upcoming product launch?
FIND THE CUSTOMERS WHO ARE THE PERFECT PRODUCT FIT.
GATEWAY PRODUCTS.
Coffee Sample
Venti Soy Lattee
GATEWAY PRODUCTS.
Free Mobile App
Paid Mobile App
GATEWAY PRODUCTS.
COMPLIMENTARY APPS.
CONTENT INDICATORS.
3 PULL YOUR USAGE DATA.
WHAT IS SQL?
SQL = Structured Query Language • SQL is the vehicle that pulls data out of the
server in a way that we can analyze it. • SQL has no visualization capacity, but it can
output data
COMMON TERMS.
QUERY TABLE DATABASE
Who are the people who have red hair in Massachusetts and were born in 2003 organized in alphabetical order?
Who are the people who have red hair in Massachusetts and were born in 2003 organized in alphabetical order?
• SHOW DATABASES;
• SHOW TABLES in NewEngland;
• Describe people_massachusetts;
UNDERSTAND THE HIERARCHY OF YOUR DATABASE.
SELECT statements choose the fields that you want displayed in your chart
SELECT.
EXAMPLE QUERY: SELECT
first_name, last_name
* tells the query that you want to include all of the columns of data in your results.
*.
EXAMPLE QUERY: SELECT
*
FROM pinpoints the table that you want to pull the data from. Tables:
people_connecticut people_maine people_massachusetts people_newhampshire people_rhodeisland people_vermont
FROM.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE begins your filter. Start with any of the fields, and write what you want to see.
WHERE.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE hair_color = “red”
AND adds additional criteria.
AND.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE hair_color = “red”
AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’
ORDER BY sorts the fields.
ORDER BY.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE hair_color = “red”
AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’
ORDER BY last_name
;
GROUP BY aggregates data that has similarities.
GROUP BY.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE hair_color = “red”
AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’
GROUP BY last_name
;
TABLE:
ORDER BY VS. GROUP BY.
ORDER BY: GROUP BY:
ID Name
1 Peter
2 John
3 Greg
4 Peter
ID Name
3 Greg
2 John
1 Peter
4 Peter
# Name
1 Greg
1 John
2 Peter
LIMIT is a good way to test queries by limiting the results you will get from the query.
LIMIT.
EXAMPLE QUERY: SELECT
first_name, last_name
FROM people_massachusetts
WHERE hair_color = “red”
AND birth_date BETWEEN ‘2003-01-01’ AND ‘2003-12-31’
GROUP BY last_name
LIMIT 100
;
YOU DID IT! http://bit.ly/SQLbootcamp http://bit.ly/introtosql
4 RUN CAMPAIGNS BASED ON USAGE DATA.
SEND A PERSONALIZED EMAIL.
FIND THE CUSTOMER’S POINT-OF-CONTACT.
SHOW THE PRODUCT’S VALUE.
NOTIFY CUSTOMERS AT THE RIGHT TIME.
5 MAKE ADJUSTMENTS.
WERE SOME CUSTOMERS USING THE PRODUCT INITIALLY BUT THEN STOPPED?
WHAT GROUP OF PEOPLE ARE USING THE PRODUCT THE MOST?
IN THE MONTHS FOLLOWING THE LAUNCH DID USAGE INCREASE OR DECREASE?
ARE THERE SEASONAL FACTORS IN YOUR PRODUCT USAGE?
6 COMBINE DATA.
CUSTOMER CLICKED ON A LINK IN YOUR EMAIL.
CUSTOMER USES SOCIAL MEDIA APP AND DOWNLOADS SOCIAL MEDIA CONTENT.
CUSTOMERS FROM ONE INDUSTRY USES THE PRODUCT MORE THAN OTHERS.
7 RINSE AND REPEAT.
ANALYTICS RESOURCES TO CHECK OUT.
http://bit.ly/HSanalyticsresources.
QUESTIONS?
THANK YOU.