Hi Olga, thank you very much for this in-depth piece of content.
There are some things I didn't quite understand:
1. What do you mean by "persona" and "cohorts for each persona"?
2. Do you choose multiple events in the first step, or just one. If it's just one event, how would you approach products with multiple features (Superhuman for example, who have multiple actions that signify that a user successfully completed an action). Especially that products could have multiple events (ex. Facebook could have "new friend added" OR "comment added" OR "new post" etc. so how would a company know which event to take in the first step (given there are multiple candidates for successfully completed events) or would they conduct a completely new analysis for each? Would that be part of Step 2?
1. Persona refers to a type of user. For example, for Airbnb, we would use 2 personas: host and renter. For Uber, it's drivers and passengers. For eBay, it's sellers and buyers. You need to develop separate analytics for each persona because they behave very differently.
2. You have to run the analysis separately for each key action. The entire point of Activation is to identify the one specific activity that drives retention. If you bundle it with multiple events or actions, you won't be able to see the relationship or correlation—it will either be muted or skewed. It has to be one action at a time—either commenting or adding a friend. So, run the analysis separately for both.
It's possible that 2 or more actions contribute to retention, but to determine that, you need to analyze each action individually first, and then look at them in combination. It’s a lot of work. Getting Activation right is not easy.
Hi Olga, thank you very much for this in-depth piece of content.
There are some things I didn't quite understand:
1. What do you mean by "persona" and "cohorts for each persona"?
2. Do you choose multiple events in the first step, or just one. If it's just one event, how would you approach products with multiple features (Superhuman for example, who have multiple actions that signify that a user successfully completed an action). Especially that products could have multiple events (ex. Facebook could have "new friend added" OR "comment added" OR "new post" etc. so how would a company know which event to take in the first step (given there are multiple candidates for successfully completed events) or would they conduct a completely new analysis for each? Would that be part of Step 2?
Thank you.
Hi Champ, thank you for reading!
1. Persona refers to a type of user. For example, for Airbnb, we would use 2 personas: host and renter. For Uber, it's drivers and passengers. For eBay, it's sellers and buyers. You need to develop separate analytics for each persona because they behave very differently.
2. You have to run the analysis separately for each key action. The entire point of Activation is to identify the one specific activity that drives retention. If you bundle it with multiple events or actions, you won't be able to see the relationship or correlation—it will either be muted or skewed. It has to be one action at a time—either commenting or adding a friend. So, run the analysis separately for both.
It's possible that 2 or more actions contribute to retention, but to determine that, you need to analyze each action individually first, and then look at them in combination. It’s a lot of work. Getting Activation right is not easy.
Yes definitely makes sense.
Thank you Olga.