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Maximizing Your API Revenues
Hacks, Shortcuts and best practices.
Noam Schwartz [email protected] @NoamSCH
SimilarWeb Measure, analyze and rank every website on the internet and deliver
these insights to our customers
Our Technology
September 30, 2014 Business Proprietary & Confidential 3
Crawler (2B page/mo.)
Clickstream – Web & Mobile (Tens of Millions monthly
users)
Website Data Analysis
Tagging Categorization Traffic Ranking Technologies
How it all began (for me)
SimilarWeb <dev>
September 30, 2014 Business Proprietary & Confidential 10
SimilarWeb API Usage by Clients 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Revenue / Marketing Spend
0%
50%
100%
150%
200%
250%
January Febuary March April May June July
Income vs. Marketing Spend
Revenue Growth Marketing Spend
PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS
Our Plan
1. Setup 3. Op+miza+on 5. Scale
2. Discovery 4. Validation
1 product 1 web developer 1 backend developer
1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M.
Dedicated Team
2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team
Reality
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #1 Know How To Count
Units Usage / Units Sold 0.75-1
Cost Per Lead
<$100
Time to purchase
<30D
Leads Conversion
>10%
For some more ideas
(http://slidesha.re/1af301I)
What’s going on?
Marketo 1.8%
Newsletters 2.5%
Display 5.4%
Paid Search 6.5%
Rest 7%
Media Buy 8%
Referral 13.5%
Organic Search 28.4%
Direct 29.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lead Sources Breakdown
Email 0.5%
Social 1%
Paid Search 4%
Direct 5%
Organic Search 7%
Display 27%
Referral 14%
Other 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traffic Sources Breakdown
September 30, 2014 Business Proprietary & Confidential 21
Find Anomalies
Traffic Leads
September 30, 2014 Business Proprietary & Confidential 22
Love your Competitors
2
3
1
4
Communities
September 30, 2014 Business Proprietary & Confidential 23
Github, Stackoverflow, RubyGems,
ProgrammableWeb, Mashape
Take Action
September 30, 2014 Business Proprietary & Confidential 24
Engage Partner
Takeover Buy Give
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #2 Do Things That Don’t Scale
Sales and Support Flow
Trial Organic
Misc
Paid
X% Developer Portal
Purchase
Marketo – Periodic Reminder Emails
Lead Nurturing– Dedicated AM
Customer Support Tier 1 Chat Desk
Customer Support Tier 2 - Data Related Questions
Customer Support Tier 3 - IT related Questions
Y% Upsell Z%
Automatic
Manual
Customer Support
30%
57%
13%
Clients Engagement with API Team
No Touch
1st Tier
2nd + 3nd
312 Personal (non-canned) Emails
274
Welcome Emails
21 Other Interactions
55
Sales and Support Phone Calls
“Wax on, Wax off”
September 30, 2014 Business Proprietary & Confidential 29
Partner
September 30, 2014 Business Proprietary & Confidential 30
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #3 Get Help
Lesson #4 Hitchhike
D&B
September 30, 2014 Business Proprietary & Confidential 34
Azure Data Marketplace
September 30, 2014 Business Proprietary & Confidential 35
Salesforce Appexchange
Google Docs
Product a Week Policy
September 30, 2014 Business Proprietary & Confidential 38
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #1 Trust the Numbers
Lesson #2 Do Things That Don’t Scale
Lesson #3 Get Help
Lesson #4 Hitchhike
Thank You!
September 30, 2014 Business Proprietary & Confidential 44
Noam Schwartz [email protected] @NoamSCH