Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Comment utiliser Mixpanel - Julien Le Coupanec, Growth Hacker chez TheFamily

1.921 Aufrufe

Veröffentlicht am

Mixpanel est un outil important pour comprendre le comportement des utilisateurs sur un site, ainsi que les comptes rendus de toutes les campagnes entreprises. Mixpanel te donne ainsi des informations déterminantes pour mener une stratégie pertinente et obtenir . Julien le Coupanec, Growth Hacher chez TheFamily, explique dans cette vidéo les forces de Mixpanel et comment maîtriser cet outil.

La video : https://www.youtube.com/watch?v=BZxL7cNznb4

Par Julien Le Coupanec, Growth Hacker chez TheFamily - twitter.com/@lecoupa

At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

Veröffentlicht in: Kleinunternehmen & Unternehmertum
  • Als Erste(r) kommentieren

Comment utiliser Mixpanel - Julien Le Coupanec, Growth Hacker chez TheFamily

  1. 1. LET’S START THIS SESSION WITH SOMETHING AWESOME
  2. 2. TRACK EVERYTHING MIXPANEL 101
  3. 3. BEFORE WE START
  4. 4. A BOOK FOR GROWTH HACKERS Lean Analytics Use Data to Build a Better Startup Faster By Alistair Croll & Benjamin Yoskovitz
  5. 5. BE CAREFUL ABOUT VANITY METRICS Vanity metrics make you feel good, but they don’t offer clear guidance for what to do. ✓ PAGE VIEWS. ✓ PAGES/VISITS & TIME ON SITE. ✓ VISITS ✓ BOUNCE RATE.
  6. 6. bit.ly/kgh-metrics
  7. 7. http://example.com/landingpage? utm_medium=ppc& utm_source=adwords& utm_campaign=snowboots ABOUT UTM PARAMETERS The simple way to build these links is to use the Google Analytics URL Builder.
  8. 8. MIXPANEL GOOD PRACTICES & PITFALLS
  9. 9. WHY MIXPANEL? ✓ Easy to measure actions taken by individual users. ✓ Better to track logged in users. ✓ No need of SQL, use the interfaces to build your queries. ✓ You can create segments, funnels, retention charts, send notifications, analyse revenue...
  10. 10. AWESOME THINGS YOU CAN DO ✓ Push revenue data, product info to Mixpanel. ✓ Do not only track successful transactions, track previous steps of transactions to be able to create funnels. ✓ Track every event in your app/site to understand the whole picture. ✓ Combine people with similar behavior.
  11. 11. IT’S EASY TO DO CROSS- PLATFORM ANALYTICS WITH MIXPANEL. THAT’S WHY AUTODESK IS SWITCHING FROM GA & FLURRY TO MIXPANEL.
  12. 12. MIXPANEL PRICING
  13. 13. IMPLEMENT THE MIXPANEL SDK ✓ First, create an account. ✓ Embed the javascript library and make sure that it runs on every page. (if you are using a framework, use a package or a gem. On mobile, use the provided SDK) ✓ Push your new local code to your server. (Mixpanel should tell you it starts to get data)
  14. 14. KEEP YOUR DEVELOPMENT DATA SEPARATE FROM YOUR PRODUCTION DATA. FOR THAT, CREATE A NEW PROJECT.
  15. 15. bit.ly/gist-mixpanel
  16. 16. TRACK YOUR FIRST EVENTS ✓ There are only two things you need really need to know about Mixpanel: events and properties. mixpanel.track("Video played", { "Video length": 213, "id": "hY7gQr0" });
  17. 17. SEGMENTATION THE FIRST RULE OF GH
  18. 18. THE END OF SQL QUERIES :-)
  19. 19. BURBN COULD HAVE USED THE MIXPANEL EVENTS TO FIND THAT THEIR USERS WERE MAINLY INTERESTED BY THEIR PHOTO FILTERS.
  20. 20. DISABLE AN EVENT ✓ Disable events on the Mixpanel object. If passed no arguments, this function disables tracking of any event. If passed an array of event names, those events will be disabled, but other events will continue to be tracked. mixpanel.disable();
  21. 21. TRACK LINKS ✓ This function will wait up to 300 ms for the Mixpanel servers to respond. If they have not responded by that time it will head to the link without ensuring that your event has been tracked. mixpanel.track_links("#menu a", “Clicked Nav Link”, { "Video length": 213, "id": "hY7gQr0" });
  22. 22. THE FUNNELS FIND WHERE YOU LOSE CUSTOMERS AND REDUCE THE FRICTION
  23. 23. UBER USES FUNNELS TO REDUCE THE FRICTION IN THEIR DRIVER-SIGNUP FLOW.
  24. 24. MAKE YOUR USER EXPERIENCE FRICTIONLESS AND USE THE MIXPANEL FUNNELS FOR THAT.
  25. 25. TRACK FORM SUBMISSION ✓ This function will wait up to 300 ms for the Mixpanel servers to respond. If they have not responded by that time it will head to the link without ensuring that your event has been tracked. mixpanel.track_forms("#register", “Created account”, { "age": 21, "gender": "male" });
  26. 26. ADDING SUPERPROPERTIES ✓ Register a set of super properties, which are included with all events. This will overwrite previous super property values. mixpanel.register({ "producer": “HBO” }, 355); mixpanel.register_once({ "producer": “HBO” }, 355);
  27. 27. GET SPECIFIC DATA // Returns the value of the super property mixpanel.get_property("producer"); // Returns the current distinct id of the user mixpanel.get_distinct_id();
  28. 28. CREATE A USER PROFILE mixpanel.identify("13487"); // important mixpanel.people.set({ "$first_name": "Jay", "$last_name": "Gatsby", "$created": "2015-03-09T10:02:00", "$email": "jay.gatsby@gmail.com" });
  29. 29. ABOUT PEOPLE PROPERTIES // Increment/decrement people properties. mixpanel.people.increment("points", 5); // Append a value to a list-valued property mixpanel.people.append("visited", "home"); // Append a value to a list-valued property mixpanel.people.track_charge(9.99);
  30. 30. REMOVING PEOPLE PROPERTIES // Permanently clear all revenue report mixpanel.people.clear_charges(); // Permanently deletes the current user mixpanel.people.delete_user();
  31. 31. AS YOU CAN SEE, PROPERTIES FALL INTO TWO CAMPS: EVENT SPECIFIC AND USER SPECIFIC.
  32. 32. RETENTION TRACK IF THE CHANGES YOU MAKE TO YOUR APP INCREASE RETENTION
  33. 33. BE CAREFUL ABOUT THE DISTINCT_ID. IT IS THE ONLY IDENTIFIER MIXPANEL USES.
  34. 34. EXPLORE SEE WHO YOUR CUSTOMERS ARE AND WHAT THEY HAVE DONE
  35. 35. FORMULAS AN EASY WAY TO WRITE FORMULAS AND LEARN FROM YOUR DATA
  36. 36. LIVE VIEW WATCH YOUR EVENTS IN REAL-TIME
  37. 37. A/B TESTING THE POWER TO TEST YOUR IDEA LIKE A SCIENCE EXPERIMENT
  38. 38. INSIGHTS THE BEST WAY TO ANALYZE YOUR USER PROFILES
  39. 39. VENMO DISCOVERED USERS WITH MORE THAN FIVE FRIENDS WERE 30% MORE LIKELY TO MAKE A PAYMENT
  40. 40. DEEZER DISCOVERED THAT USERS WHO PLAY MORE THAN 10 SONGS THE FIRST TIME PAY SOONER FOR THE SERVICE
  41. 41. NOTIFICATIONS SEND YOUR USERS MESSAGES BASED ON THEIR ACTIONS 1. Choose the type of your notification and compose your message. 2. Target users that meet the criterias you’ve defined. 3. Then schedule the delivery.
  42. 42. AIRBNB USED NOTIFICATIONS TO CONVERT PREVIOUS TRAVELLERS INTO NEW HOSTS.
  43. 43. MOMENT > CHANNEL > COPY WHAT THEY FOUND OUT IS THAT THE RIGHT MOMENT IS 2X MORE EFFECTIVE (CTR) THAN THE RIGHT CHANNEL.
  44. 44. LOOK FOR THE TIME IT TAKES A USER TO CONVERT AND KNOW YOUR CONVERSION PATH AND ITS LENGTH.
  45. 45. SURVEYS BUILD SURVEYS, TARGET YOUR USERS, AND ANALYZE THE RESPONSES
  46. 46. REVENUE THE METRIC TO ASSESS YOUR BUSINESS’S PERFORMANCE
  47. 47. HOW TO TRACK THINGS SERVER-SIDE ✓ Use the library for your specific technology: php, python, node, ruby, java, ios, android… (check the mixpanel github) ✓ For a quick start, check the README.md.
  48. 48. DON’T TRACK EVERYTHING. OVER-TRACKING MAKES YOU LOSE SIGHT OF WHAT YOU REALLY NEED TO WATCH.
  49. 49. THE ULTIMATE TRACKING
  50. 50. THINK ABOUT THE ACTIONABLE METRICS THAT MATTER TO YOUR BUSINESS MODEL.
  51. 51. DRAW A LINE IN THE SAND, SET A GOAL AND REASSES ON A WEEKLY BASIS AND FOCUS, FOCUS, FOCUS.
  52. 52. CAPTURING IS GOOD, LEARNING IS BETTER.
  53. 53. TO LEARN MORE ABOUT MIXPANEL, CHECK THE MIXPANEL UNIVERSITY.
  54. 54. IF YOU ARE MORE INTERESTED ABOUT REAL STARTUP USE CASES, CHECK THE MIXPANEL EDUCATION.
  55. 55. mixpanel.com/tshirt
  56. 56. THANK YOU QUESTIONS?

×