How Slack Reversed a Declining Mobile Growth Trajectory

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Holly Chen (Growth advisor and the former Global Head of Digital Marketing at Slack) is interviewed by Shamanth Rao (CEO of RocketShip HQ - Mobile Growth Consultancy) talk about setting up cross-channel attribution in the context of B2B marketing and incrementality testing.

Source:
How Slack Reversed a Declining Mobile Growth Trajectory
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
May 26, 2020
Added to the Vault on:
May 31, 2020
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💎 #
1

Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact. 

14:58
💎 #
2

For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions. 

18:38
💎 #
3

You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply. 

19:46
💎 #
4

To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model. 

21:19
💎 #
5

Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points...Ghost ads can be an option. 

23:26
💎 #
6

For incrementality testing, a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors. 

27:45
The gems from this resource are only available to premium members.
💎 #
1

Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact. 

14:58
💎 #
2

For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions. 

18:38
💎 #
3

You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply. 

19:46
💎 #
4

To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model. 

21:19
💎 #
5

Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points...Ghost ads can be an option. 

23:26
💎 #
6

For incrementality testing, a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors. 

27:45
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

💎 #
1

Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact. 

14:58
💎 #
2

For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions. 

18:38
💎 #
3

You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply. 

19:46
💎 #
4

To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model. 

21:19
💎 #
5

Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points...Ghost ads can be an option. 

23:26
💎 #
6

For incrementality testing, a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors. 

27:45

Notes for this resource are currently being transferred and will be available soon.

How does mobile fit into the buyer's journey?

In a lot of B2B products, mobile is an adopted child.

Macro-level: more and more important for B2B user journey

  • About 70% of buyers under 40 yo and 50% over 40 yo use mobile before buying a B2B product.
  • 50% of B2B queries/search are now made on mobile and it should be 70-80% this year.
  • Mobile can accelerate the time to purchase by 20-30%.
  • Especially important for decision mobile that are commuting.
  • Challenges: traffic in lower volume, about 10-20% for Slack and even lower % for conversions. Quality also tends to be lower and it's harder to measure.

2017: seen decrease in mobile and high growth for desktop which seemed like a disconnect.

Also happened while doing a lot of research on LTV so they knew it was very important. Example: if creator of a team also has mobile usage then LTV 5-10x more.

First steps for mobile marketing efforts

First step is to try and have a holistic perspective around the role of model and its exploration, which is still not entirely clear.

A lot of competitors were bidding on Slack keywords on mobile so at least they should start doing brand defense.

  1. Listed all the unknown questions they don't have answers for: drive mobile users to a landing page or to the App Store? How would organic search work with paid search? Which MMP should we pick?
  2. Define success metrics: what do you want to achieve from mobile efforts program? → drive top line growth with a specific CPA.
  3. Get buy-in (including executive) and cross-functional support. Mobile is something that can not be done in silos and all teams play a role in the success of the program. The mobile product is intertwined with everything else.

How to attribute top-line growth to mobile efforts?

One of the difficulties: connect all the touch points across devices until the conversion/activation.

  1. Multi-touch attribution across device
  2. Revisited impact of program every 3 months and 6 months. Initially: pure number of top-line conversions from mobile but then looked at the conversion rate for quality conversions (teams more likely to activate or upgrade to paid) then optimize for cross-device impact.
  3. (executive)
  4. [💎@14:58] Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact.

Multi-touch attribution

It's about understanding the different touch points in a conversion funnel and properly give credits to these touch points. Typically the context is last-touch attribution that gives 100% of credit to the last touch point.

For Slack a lot of mobile touch points are affecting the decision.

Especially important for a B2B product because people need a lot of information before they convert: pages, watching videos, even going to events, etc.

At Slack it is still shorter than traditional enterprise products (because bottom-up and freemium) but a large volume of users convert outside of 30-day window and there are about 10 touch points before someone converts.

High-level approach to the transition:

  1. [💎@18:38] For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions.
  2. Look at the research and start implementing.

[💎@19:46] You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply.

Capturing the data:

Need raw data for all the different touch points. Initially they explored out-of-the-box attribution model vendors but ended up using their ad servers.

[💎@21:19] To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model.

For Slack, email is part of the registration process so it is the easiest way to connect the dots.

Mitigating the risks of incorrect decisions

It's not perfect and just 1 of the approaches to measure effects of marketing.

  • [💎@23:26] Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points.. Ghost ads can be an option.
  • Compare your pre-post and continue to monitor via Google Analytics and other tools to make sure you are not too far off.
  • Revisit your model every 6 to 12 months and be nimble: user behaviors change, different verticals you might explore change the model, etc.

Incrementality

[💎@27:45] For incrementality testing a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors.

Getting executive support

  1. Start small and set a clear roadmap. Set realistic expectations because it always takes longer.
  2. Think about what to focus on first. What are the early signals you can capture to show you are on the right path and what are the quick wins you can show? Communicate that to cross-functional teams and executive team.
  3. Continue to optimize and adapt the approach

Mobile still complimentary to desktop.

Shifted a lot of efforts from top-line growth to effect across devices. Also started to think about a mobile-first design for advertising and messaging which made a big impact.

Impact

  • 2017: new team creation from organic mobile started to decline in Q3
  • 2018: after the program started, for that same period in Q3 the team creation for mobile increased. Correlates very closely to starting paid mobile. Paid install translates to about 1.5 organic installs, significant increase in unique pageviews for App Store and downloads YoY

The notes from this resource are only available to premium members.

How does mobile fit into the buyer's journey?

In a lot of B2B products, mobile is an adopted child.

Macro-level: more and more important for B2B user journey

  • About 70% of buyers under 40 yo and 50% over 40 yo use mobile before buying a B2B product.
  • 50% of B2B queries/search are now made on mobile and it should be 70-80% this year.
  • Mobile can accelerate the time to purchase by 20-30%.
  • Especially important for decision mobile that are commuting.
  • Challenges: traffic in lower volume, about 10-20% for Slack and even lower % for conversions. Quality also tends to be lower and it's harder to measure.

2017: seen decrease in mobile and high growth for desktop which seemed like a disconnect.

Also happened while doing a lot of research on LTV so they knew it was very important. Example: if creator of a team also has mobile usage then LTV 5-10x more.

First steps for mobile marketing efforts

First step is to try and have a holistic perspective around the role of model and its exploration, which is still not entirely clear.

A lot of competitors were bidding on Slack keywords on mobile so at least they should start doing brand defense.

  1. Listed all the unknown questions they don't have answers for: drive mobile users to a landing page or to the App Store? How would organic search work with paid search? Which MMP should we pick?
  2. Define success metrics: what do you want to achieve from mobile efforts program? → drive top line growth with a specific CPA.
  3. Get buy-in (including executive) and cross-functional support. Mobile is something that can not be done in silos and all teams play a role in the success of the program. The mobile product is intertwined with everything else.

How to attribute top-line growth to mobile efforts?

One of the difficulties: connect all the touch points across devices until the conversion/activation.

  1. Multi-touch attribution across device
  2. Revisited impact of program every 3 months and 6 months. Initially: pure number of top-line conversions from mobile but then looked at the conversion rate for quality conversions (teams more likely to activate or upgrade to paid) then optimize for cross-device impact.
  3. (executive)
  4. [💎@14:58] Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact.

Multi-touch attribution

It's about understanding the different touch points in a conversion funnel and properly give credits to these touch points. Typically the context is last-touch attribution that gives 100% of credit to the last touch point.

For Slack a lot of mobile touch points are affecting the decision.

Especially important for a B2B product because people need a lot of information before they convert: pages, watching videos, even going to events, etc.

At Slack it is still shorter than traditional enterprise products (because bottom-up and freemium) but a large volume of users convert outside of 30-day window and there are about 10 touch points before someone converts.

High-level approach to the transition:

  1. [💎@18:38] For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions.
  2. Look at the research and start implementing.

[💎@19:46] You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply.

Capturing the data:

Need raw data for all the different touch points. Initially they explored out-of-the-box attribution model vendors but ended up using their ad servers.

[💎@21:19] To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model.

For Slack, email is part of the registration process so it is the easiest way to connect the dots.

Mitigating the risks of incorrect decisions

It's not perfect and just 1 of the approaches to measure effects of marketing.

  • [💎@23:26] Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points.. Ghost ads can be an option.
  • Compare your pre-post and continue to monitor via Google Analytics and other tools to make sure you are not too far off.
  • Revisit your model every 6 to 12 months and be nimble: user behaviors change, different verticals you might explore change the model, etc.

Incrementality

[💎@27:45] For incrementality testing a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors.

Getting executive support

  1. Start small and set a clear roadmap. Set realistic expectations because it always takes longer.
  2. Think about what to focus on first. What are the early signals you can capture to show you are on the right path and what are the quick wins you can show? Communicate that to cross-functional teams and executive team.
  3. Continue to optimize and adapt the approach

Mobile still complimentary to desktop.

Shifted a lot of efforts from top-line growth to effect across devices. Also started to think about a mobile-first design for advertising and messaging which made a big impact.

Impact

  • 2017: new team creation from organic mobile started to decline in Q3
  • 2018: after the program started, for that same period in Q3 the team creation for mobile increased. Correlates very closely to starting paid mobile. Paid install translates to about 1.5 organic installs, significant increase in unique pageviews for App Store and downloads YoY

The notes from this resource are only available to premium members.

How does mobile fit into the buyer's journey?

In a lot of B2B products, mobile is an adopted child.

Macro-level: more and more important for B2B user journey

  • About 70% of buyers under 40 yo and 50% over 40 yo use mobile before buying a B2B product.
  • 50% of B2B queries/search are now made on mobile and it should be 70-80% this year.
  • Mobile can accelerate the time to purchase by 20-30%.
  • Especially important for decision mobile that are commuting.
  • Challenges: traffic in lower volume, about 10-20% for Slack and even lower % for conversions. Quality also tends to be lower and it's harder to measure.

2017: seen decrease in mobile and high growth for desktop which seemed like a disconnect.

Also happened while doing a lot of research on LTV so they knew it was very important. Example: if creator of a team also has mobile usage then LTV 5-10x more.

First steps for mobile marketing efforts

First step is to try and have a holistic perspective around the role of model and its exploration, which is still not entirely clear.

A lot of competitors were bidding on Slack keywords on mobile so at least they should start doing brand defense.

  1. Listed all the unknown questions they don't have answers for: drive mobile users to a landing page or to the App Store? How would organic search work with paid search? Which MMP should we pick?
  2. Define success metrics: what do you want to achieve from mobile efforts program? → drive top line growth with a specific CPA.
  3. Get buy-in (including executive) and cross-functional support. Mobile is something that can not be done in silos and all teams play a role in the success of the program. The mobile product is intertwined with everything else.

How to attribute top-line growth to mobile efforts?

One of the difficulties: connect all the touch points across devices until the conversion/activation.

  1. Multi-touch attribution across device
  2. Revisited impact of program every 3 months and 6 months. Initially: pure number of top-line conversions from mobile but then looked at the conversion rate for quality conversions (teams more likely to activate or upgrade to paid) then optimize for cross-device impact.
  3. (executive)
  4. [💎@14:58] Mobile efforts program need to evolve over time based on the business goals. Example: from top-line conversions to quality conversions to optimizing impact for cross-device impact.

Multi-touch attribution

It's about understanding the different touch points in a conversion funnel and properly give credits to these touch points. Typically the context is last-touch attribution that gives 100% of credit to the last touch point.

For Slack a lot of mobile touch points are affecting the decision.

Especially important for a B2B product because people need a lot of information before they convert: pages, watching videos, even going to events, etc.

At Slack it is still shorter than traditional enterprise products (because bottom-up and freemium) but a large volume of users convert outside of 30-day window and there are about 10 touch points before someone converts.

High-level approach to the transition:

  1. [💎@18:38] For multi-touch attribution start looking at it with your Google Analytics report: past conversions, multi-funnel report and attribution model comparison tool which is useful to validate some of the assumptions.
  2. Look at the research and start implementing.

[💎@19:46] You should also look at your internal data on the log level to see the user journey of your converted users. This analysis can help you assess the impact of the different attribution models that you might apply.

Capturing the data:

Need raw data for all the different touch points. Initially they explored out-of-the-box attribution model vendors but ended up using their ad servers.

[💎@21:19] To capture data you can use your ad servers (e.g. DoubleClick suite for desktop) and MPP for mobile touch points in order to send raw data points to your internal data warehouse. Then use users' email addresses to connect the dots for converted users and layer in the LTV model.

For Slack, email is part of the registration process so it is the easiest way to connect the dots.

Mitigating the risks of incorrect decisions

It's not perfect and just 1 of the approaches to measure effects of marketing.

  • [💎@23:26] Try to combine multi-touch attribution with incrementality studies (ideally by channel) so you can truly understand the true value of your touch points.. Ghost ads can be an option.
  • Compare your pre-post and continue to monitor via Google Analytics and other tools to make sure you are not too far off.
  • Revisit your model every 6 to 12 months and be nimble: user behaviors change, different verticals you might explore change the model, etc.

Incrementality

[💎@27:45] For incrementality testing a DMA-level (Designated Market Area i.e geo split) incrementality test is preferred because pre-post (pausing campaigns) can be impacted by seasonality or other factors.

Getting executive support

  1. Start small and set a clear roadmap. Set realistic expectations because it always takes longer.
  2. Think about what to focus on first. What are the early signals you can capture to show you are on the right path and what are the quick wins you can show? Communicate that to cross-functional teams and executive team.
  3. Continue to optimize and adapt the approach

Mobile still complimentary to desktop.

Shifted a lot of efforts from top-line growth to effect across devices. Also started to think about a mobile-first design for advertising and messaging which made a big impact.

Impact

  • 2017: new team creation from organic mobile started to decline in Q3
  • 2018: after the program started, for that same period in Q3 the team creation for mobile increased. Correlates very closely to starting paid mobile. Paid install translates to about 1.5 organic installs, significant increase in unique pageviews for App Store and downloads YoY