Data, Insight, & Action - University of Utah IS 6482 Data Mining Jan 2015
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Data, Insight, & Action Richard Sgro, @SoSgro 7/5/22
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Transcript of Data, Insight, & Action - University of Utah IS 6482 Data Mining Jan 2015
May 3, 2023
Data, Insight, & Action
Richard Sgro, @SoSgro
2May 3, 2023
Agenda Introduction
– Me, Localytics The role of big data & the data scientist Stages (early, growth, mature)
– Challenges
– Important segments & funnels
– How data helps
– Stories of note Where the world is headed Closing thoughts
Introductions
4May 3, 2023
In 3 Pictures
5
Our mission is to help our customers build great relationships with their app users
5,000C O M P A N I E S
25,000A P P S
1.5 billionD E V I C E S
50 billionM O N T H L Y D A T A P O I N T S
May 3, 2023
Localytics
6May 3, 2023
Customer Growth
2008 2009 2010 2011 2012 2013 20140
500
1000
1500
20002500
30003500
40004500
5000
The Role of Big DataAnd the Data Scientist
8May 3, 2023
“The Information Age
Information is the resolution of uncertainty
- Claude ShannonMathematician, engineer, and
cryptographer
9May 3, 2023
Role of the Data Scientist Navigator & explorer Trusted advisor Disinterested third party Translator
Early Stage Business
11May 3, 2023
Early Stage Company size
– 1 - 10 Funding level
– Seed Number of active users
– Up to a thousands Role of the data scientist
– Technical co-founder
12May 3, 2023
Early Stage Challenges Scarcity of resources & focus
– Got 99 problems
– But can only solve 1 Product-market fit
– Is there something here? Economics
– What (if anything) to charge
13May 3, 2023
Important Segments & Funnels Segments
– Users, paying users
– Deeply engaged users Funnels
– Sign-up
– Purchase
– Engagement
– Social
14May 3, 2023
How Data Helps Funding, funding, funding
– MAU, DAU Projections
– More == better Which problems to solve now
– And which to solve later Economics
– How much is there?
15May 3, 2023
Stories of Note Voxer
– Get the MVP out
– Iterate quickly Hipmunk
– Acquisition ROI
Growth Stage Business
17May 3, 2023
Growth Company size
– 10 to 100 Funding level
– Series A/B Number of active users
– Up to hundreds of thousands Role of the data scientist
– Growth hacker, growth specialist, CTO, business analyst
18May 3, 2023
Growth Stage Challenges Hockey stick growth
– “Right” users Who are our most valuable users?
– Where do they come from?
– How do we get more? Valuation++
19May 3, 2023
Important Segments & Funnels Segments
– Whales vs. the rest
Funnels– More whales!
– New functionality
20May 3, 2023
How Data Helps CAC, LTV, and retention
– What *not* to do
– Where to engage
– Keep them coming back Who’s helps us get the most buzz?
– K-factor Optimize all the things
21May 3, 2023
Stories of Note Facebook
– Less than 10 friends
– More than 10 friends Snapchat, Whisper, Secret
– Get to 10mm users
– Figure out the money later Humin
– 1 new user = ??? VC dollars
Mature Stage Business
23May 3, 2023
Mature Company size
– 100+ Funding level
– Series C and beyond Number of active users
– More than hundreds of thousands Role of the data scientist
– Data scientist, modeling expert, analyst
24May 3, 2023
Mature Stage Challenges BIG data
– Disparate sources
– Different teams How to keep engagement high across the brand
– Diversify solutions
– Increase marketing spend
25May 3, 2023
Important Segments & Funnels Segments
– Micro segments
– Users likely / unlikely to…
Funnels– Cross app promotion
– Web to mobile to tablet
– Social to purchase
26May 3, 2023
How Data Helps To fork or not to fork
– Lots of depth
– Point solutions Customer acquisition
– Healthy growth & retention
– Manage the cost
27May 3, 2023
Stories of Note Box
– 1.00 in revenue
– 1.75 in costs Snapchat & Tinder (breadth)
– Send money, moments Facebook, LinkedIn (depth)
– Messenger, Connect
The Future.
29May 3, 2023
Where We’re Headed Tension between tooling & accessibility (Easily) taking action on the data Getting to why Predicting
Closing Thoughts
31May 3, 2023
“Conway’s Law
Any organization that designs a system (defined broadly) will produce a design whose structure is
a copy of the organization's communication structure
- Melvin ConwayHow Do Committees Invent?
1968 National Symposium on Modular Programming
32May 3, 2023
Let’s Go to Work Key skills
– Getting to why (with some degree of certainty)
– Talking to your grandmother Hiring process
– Varied. Expect tech and non-tech questions General advice
– Technology is a means to an end
– The problem remains
– Passion, excitement, well-roundedness
– It’s who you know (and what you know)
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