six things to make analytics work - exponea
TRANSCRIPT
SIX THINGS TO MAKE ANALYTICS WORK
JOZO KOVACFOUNDER & HEAD OF PRODUCT
ANALYTICS IS MAGIC
E-COMMERCE EXAMPLE
Company A Company BInvesticia €1 000 000 €1 000 000 CPC 0.50 € 0.5€Profit 5 € 6 €
Visit - To cart 10% 15%Cart - Buy 60% 66%Buy - Buy 20% 25%
Company A Company BVisitors 2 000 000 2 500 000Carts 200 000 300 000Purchases 120 000 198 000Extra purchases 24 000 49 500Revenue 720 000 € 1 485 000 €Change -280 000 € 485 000 €
0 100 000 200 000 300 000
Extrapurchases
Purchases
Carts
CompanyPerformance
CompanyB CompanyA -350 000€
-300 000€
-250 000€
-200 000€
-150 000€
-100 000€
-50 000€
0€
50 000€
100 000€
150 000€
200 000€
CompanyA CompanyB
Profit/Loss
TOP 3 EU TELCO OPERATOR
OTHER EXAMPLES
WHAT MAKES ANALYTICS WORK?
#1 VISION
VISIONARY LEADERS ALWAYS PUSH THE LIMITS
EXAMPLES
• Set expectations, never satisfied
with status quo
• Want hard insights, not opinions
• Create conditions for success
• Try new things to improve
products
• Simon Sicko, CEO PixelFederation
• Michal Stencl, CEO Sygic
• Oliver Dlouhy, CEO Skypicker
• Tomas Bella, CPO DennikN
• Jeff Weiner, CEO LinkedIn
CHARACTERISTICS
#2 EXPERTS
EVERY COMPANY NEEDS AN INTERNAL ANALYTICS HERO
EXAMPLES
• Curiosity
• Drive
• Problem solving ability
• Any specialization
• Ability to push the team
• Tomas Bella, CPO DennikN
• Patrik Dragula, CEO Pelikan, Topankovo
• Roman Paulen, CPO Sygic
• Martin Janovcik, CMO Skypicker
• Gábor Szénási, Producent Pixel Federation
ANALYTICSHEROES
#3 USE CASES
TO SUCCEED, YOU NEED TO START WITH A GOOD USE CASE
EXAMPLES
• Measurable and significant value
• Positive return on investment
• Implementable in <1 month
• High importance/visibility
• Support from top management
• Simple to explain
• Acquisition, Activation, Retention,
Revenue, Referral (AARRR)
• Web or app personalization
• Contact optimizations
• Churn / sales / uninstall predictions
• Segmented offers
WHATISAGOODUSECASE
#4 BUSINESS TOOLS
CHOOSING THE RIGHT TOOL IS CRITICAL FOR SUCCESS
EXAMPLES
Specialized software for end-users
what boost productivity & deliver
value in best possible time:
• Business intelligence
• Marketing automation tools
• Various online solutions
Top vendors: IBM, SAS, Oracle,
Salesforce, Adobe
Tableau, Clickview,
WHAT A MAKES A TOOL GREAT
#5 DATABASES
DATA NEED TO BE COLLECTED, STORED & PROCESSED
Real Time Streaming Architecture from Hortonworks
#6 DATA
RELIABLE AND WELL STRUCTURED DATA ARE KEY
EXAMPLESThere’s too much data. It’s art to
distinguish what’s important.
• What data should we capture?
• What’s important & what’s noise?
• What data should we buy?
• How long should we keep data?
The most important and the easiest
to collect are data about:
1. your users and customers
2. your business performance & KPI
3. external APIs
4. market trends
HOW TO THINK ABOUT DATA
Vision
Experts
Use cases
Tools
Databases
Data
• Customer Analytics &
Marketing Automation Platform
• Fastest time-to-value on the market
Achieve exponential growth by:
• Platform effect– Each new customer makes platform better
• Viral effect– Each customer brings 2+ new customers
Strategy of Exponea
OUR EXECUTIVE TEAM COMBINES EXPERIENCE FROM BUSINESS AND TECHNOLOGY WORLD
Peter Irikovsky – CEOFormer CEO @ Slevomat (100M+ EUR revenue, strongly analytical, fastest growing internet firm in CZ), Regional Director @ Groupon UK and Consultant @ McKinsey & Company, currently MP @ LRJ CAPITAL (SK VC),
Jozo Kovac – Head of Product Company founder and chief analyst, former Business Intelligence Consultant @ IBM, Data Mining Specialist @ Adastra
Martin Strycek – Head of Technology Former Product owner @ RSD (IT Systems governance), Head of Development @ Piano Media (world leading media pay-wall solution)
Michal Pastier – Head of MarketingCreative Director and Co-Founder @ Zaraguza Digital (Ogilvy, the only winner of Silver Facebook Studio Award in the region), featured in Forbes SK cover page, 1st SK copywriter who won Cyber Cannes Young Lions Award
Michal Novovesky – Head of SalesSales & Marketing Manager @ Relbit (among top 10 at Slush, world leading startup conference), voted 2x as the best participant of Nexteria Leadership Academy
LAMBDA ARCHITECTURE ENABLES TOP PERFORMANCE AT AFFORDABLE COST
... DEMO ...
TECHNICAL CHALLENGES
WE FACE
FRONTEND• How to make user interaction with data a great and
enjoyable experience?– Discover & implement new visualisation libs?
• How to visualize really big data?– Rendering performance of JS?
• How to make complex use cases “noob proof”?– Simple user interface >> hard-core?
• Real-time vs. slow?
• Scalability
• Security
• Platform open to all developers
BACKEND
• What are the best algorithms?
• How strongly should ML be automated?
• Can we combine ML with other
techniques?
MACHINE LEARNING
ONE MORE THING…
• Intelligent analytics built from Slovakia
competing with the whole world
• To succeed we just need great frontend,
backend and machine learning
Thank you!
Visualize Conversion Funnels- Deep dive into analytics- Practical coding example- Use JavaScript skills
Tuesday 8th MARCH 2016 5pm - 8pm
REGISTER ON FEEDBACK FORMS
Exponea Front-end Workshop - 8th March
Martin StrýčekHead of IT,
Marián GálikFull-stack SW Engineer,