Don’t let his smile fool you, Albert Mai is a Growth Hacker at Airtasker and is a serious data ninja when it comes to Growth Marketing. After working at six startups in Vietnam, Singapore and the USA, Albert decided to move to Australia to join Airtasker back when it was only a 12 person team in 2014. Fast forward two and a half years, Airtasker now has over 50 employees and Albert is working at the helm of using data to improve the company’s product and marketing goals.
We recently spent time with Albert to get his data-driven growth marketing process on how to continuously research, test and measure multiple acquisition channels and growth strategies.
I use this tool to research website traffic data, main traffic source as well as online strategy of competitors. It also provides a high level report of referral traffic, organic search, paid search, display ads and social media performance for both website and mobile app.
I use this tool to conduct deep dive analysis of our company and competitor’s performance in organic search, paid search and social media. I can explore their growth strategies by analysing their top ranking keywords and landing pages, and best engaging posts on social media.
Google Surveys come in handy when I want to conduct brand and market research on targeted segmentation or potential customers. Those researches help me to understand more about the market, craft customer personas and to measure brand awareness.
When researching competitors, I use Import.io to scrape a competitors website to collect data of their products, services, offers and pricing. This is not only helpful to track their product growth but also to leverage their data for pricing, customers and location research.
Mixpanelis a great tool to measure and track conversion funnel, top events, engagement, retention and feature stickiness of our website and mobile apps. It allows me to segment the data into various dimensions and to filter by different activities for deep dive and behaviour analysis. Then, I can target those segments with its built-in email, SMS and push notification.
Supermetrics & Google Data Studio
As I am a data-driven person, so Supermetrics is one of my favorite tools and add-ons so far. This add-on is for Google Sheets and Excel which allows me to pull data from a variety of sources such as Adwords, Facebook Insights, Facebook Ads, Google Analytics, Search Console, Instagram and Twitter as well as databases into the same place. It enables me to blend data from those sources, to segment data into different dimensions and to build comprehensive growth and product dashboards. Another option is Google Data Studio which has a better user interface, however, it can only pull data from Google platforms and a data warehouse. I use it as a basic and affordable alternative for Business Intelligence tools. It’s essential for startup to calculate overall CPA, CAC, CR and ROI from multiple acquisition channels.
