6 things to make analytics work

SIX THINGS TO MAKE ANALYTICS WORK

JOZO KOVACFOUNDER & HEAD OF PRODUCT

ANALYTICS IS MAGIC

E-COMMERCE EXAMPLE                                         Company A Company B              Investment €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 B              Visitors 2 000 000 2 500 000             Carts 200 000 300 000             Purchases 120 000 198 000             Extra purchases 24 000 49 500             Revenue 720 000 € 1 485 000 €             Change -280 000 € 485 000 €                                                                                                                                                                                        

Extra purchases

Purchases

Carts

0 100,000 200,000 300,000

Company Performance

Company B Company A

Company A Company B

-400 000 €

-300 000 €

-200 000 €

-100 000 €

 0 €

100 000 €

200 000 €

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

ANALYTICS HEROES

#3 USE CASES

TO SUCCEED, YOU NEED TO START WITH A GOOD USE

CASEEXAMPLES

• 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

WHAT IS A GOOD USE CASE

#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

LAMBDA ARCHITECTURE ENABLES TOP PERFORMANCE AT

AFFORDABLE COST

#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 customers2. your business performance &

KPI3. external APIs4. 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 WORLDPeter 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

... 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 Strýček Head of IT

Marián GálikFull-stack Lead SW Engineer