You want to know how many users you'll have next year, but what about the ones you lose? Learn how to model churn and predict your active user base.
- [Instructor] Say you needed to find out how many users…you'd have by the end of the year.…It's not enough just to tally up the number…of users you're going to acquire…because some people will stop using your product.…So it's important to forecast user retention as well.…Now we have a simple model here…where we're choosing how much we're spending each month…and then how many users we're acquiring.…You can see in this model that we've assumed that the spend…is just going to increase five percent every month.…We would've acquired, by the end of the year, 15,917 users.…
How many of those will be left?…To do this let's first work out…how many of the users we acquired in January…are still going to be around in February.…So what we need to do is we need…to take January's number of acquired users…and we need to multiply it…by one minus the Churn assumption that we have here.…Now because we're going to be using this Churn assumption…when we drag the formula across,…we actually want to make this an absolute reference…
Michael begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign's performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros.
- Cleaning up data formatting
- Using formulas for analysis
- Building a data-driven marketing plan
- Top-down vs. bottom-up marketing plans
- Running A/B tests
- Analyzing campaign performance
- Plotting data visually
- Building report templates and dashboards
- Building bulksheets for bulk campaigns on AdWords and Facebook