About 4 weeks back I learned SQL and it’s been one of the greatest skills I could have ever acquired as a marketing / business guy at a startup. Since learning SQL, our marketing team has: Determined the interests which are most highly correlated with our user base –> allowing us to create super high-value target groups for our Facebook ads. Determined the courses which are most highly correlated with those target groups (so that we know which courses to advertise). Compiled a set of rockstar vanity metrics that showcase the size and awesomeness of Udemy –> Did you know that students have enrolled in more than 143,907 courses on Udemy? Determined the demographic differences between our Facebook & Adwords ad signups (to better explain why our Facebook ad signups have an LTV that’s 4-5x those of our Adwords signups). Analyzed the future enrollment rates of our users based on which course they enrolled in first –> confirming our hypothesis that users who enrolled in a crappy 1st course were far less likely (about 70% less) to go on to enroll in another course on Udemy (ever!). This drove us to create much stronger quality controls on Udemy.
